Student Self Test Quiz Questions

Student Self Test Quiz Questions Chapter 8 “BUILDING BRAND EQUITY”

1. Branding is about “adding emotional meaning to a product or service, a strong layer of emotional affinity, or identification, between brand and constituent [target audience]”. @ Pages and References: p 195 Topic: Introduction to brand equity a. F *b. T

2. Branding is . @ Pages and References: p 194 Topic: Introduction to brand equity a. the corollary of segmentation and positioning. b. the driving force of segmentation and positioning. c. the result of segmentation. *d. both the corollary and driving force of segmentation and positioning.

3. Tangible features like verbal or physical response-producing stimuli suggests the idea of ______. @ Pages and References: p 194 Topic: Introduction to brand equity a. transmitting a range of brand messages to potential customers. b. transmitting a range of implicit cues to potential customers. c. transmitting a range of explicit cues to potential customers. *d. transmitting a range of explicit and implicit cues to potential customers.

4. Rubinstein (1996) argues that branding goes beyond being merely another element of integrated marketing communications and should be regarded as ______. @ Pages and References: p 195 Topic: Introduction to brand equity a. part of the communications mix b. more than the poor relation of marketing communications *c. an integral part of the overall business process d. linked to other aspects of the business process

5. Research shows that the reason why organisations invest in branding is that brand image and reputation enhances differentiation and can lead to brand equity. @ Pages and References: p 197 Topic: Understanding what branding is *a. T b. F.

6. From an organisation’s perspective, we need to analyse the context within which the brand is created by addressing the following question: @ Pages and References: p 197 Topic: Understanding what branding is a. Which market or markets do we want to target? b. What is the customer profile and behaviour of the target market? c. Who are or will be our main competitors? d. What do we want our brand(s) to stand for? *Ans: All of the above

7. Murphy (1998. p.2) describes a “brand’s Gestalt” (whole) as being______@ Pages and References: p 198 Topic: Understanding what branding is *Ans. a synthesis of all physical, aesthetic, rational and psychological elements manifest in the market and in the network of associations in the mind of the consumer. 8. In determining what constitutes a “strong brand”, Keller (2001, p.1) lists a number of attributes which the best and most enduring brands have. Which is NOT true? @ Pages and References: p 198 Topic: Understanding what branding is a. the brand excels at delivering the benefits customers truly desire. b the brand stays relevant. c. the pricing strategy is based on consumers’ perceptions of value. *d. the brand narrative is not consistent over time.

9. Well-established brands, with a history of proven consumer experience, act as ______and help us eliminate or diminish actual or perceived social, functional, financial, time or even psychological uncertainties that may accrue from use of the brand. @ Pages and References: p 201 Topic: Dimensions of brands a. brand indicators b. value proposition *c. risk reducers d. brand enforcers

10. Giving a brand a personality is: @ Pages and References: p 202 Topic: Dimensions of brands a. the functional attributes of the product b. an emotional projection of functional attributes *c. a metaphorical dressing of a product with emotional qualities as well as attributes d. projecting emotional and functional attributes

11. Keller (1998, p.97) states that “brand personality reflects - rather than what they think the brand is or does”. @ Pages and References: p 202 Topic: Dimensions of brands a. what people do about a brand b. advertising images of a brand *c. how people feel about a brand d. what people want from a brand

12. it When de Chernatony states that a brand “is a holistic entity”, he means that: .@ Pages and References: p 204 Topic: Dimensions of brands a. The brand is manifest in some brand encounters. *b. The brand is manifest in all strategic and tactical brand encounters. c. The brand is manifest in all tactical brand encounters. d. The brand is manifest in all strategic brand encounters.

13. Retail brands use ______stimuli and store ambience ‘cues’. @ Pages and References: p 204 Topic: Dimensions of brands a. sensual and eco-friendly b. targeted and specific data *c. olafactory and sensory d. marketing

14. If products involve transactions; brands involve . @ Pages and References: p 204 Topic: Dimensions of brands a. results. *b. relationships. c. reactions. d. references.

15. Fill (2006, p.405) distinguishes three strategic dimensions to brands. Which is the odd one out from the list below? @ Pages and References: p 204 Topic: Functions of branding a. Integration b. Added Value *c. Communication d. Differentiation

16. When we consider the functions of the brand in the communication process, there are five levels of which unawareness, awareness and acceptability are the first three. What are the next two levels? @ Pages and References: p 204 Topic: Functions of branding a. emotional and salience b. functional and emotional *c. preference and loyalty d. meaning and narrative.

17. With regard to the social and psychological function of brands, Ellis describes the consumer benefits in the emotional realm of as: Pages and References: p 204 Topic: Functions of branding a. self-enhancement b. self-positioning c. transformation of experience d. safe choice Ans: all of the above

18. Aaker (1991, p.15) describes brand equity as “ linked to the brand, its name and symbol, that add value or subtract from the value provided by a product or service to a firm and/or to that firm’s customers”. Pages and References: p 206 Topic: Introducing brand equity a. total image b. cumulative impressions of marketing communications c. the sales value of the brand *d. a set of assets and liabilities

19. Keller (2001) outlines the four key steps to building brand equity in his CBBE (Customer-Based Brand Equity) model: establishing brand identity with depth and width of brand awareness; creating the appropriate brand meaning through strong, favourable and unique brand associations; eliciting positive, unique brand responses; and . @ Pages and References: p 207 Topic: Introducing brand equity a. presenting a sustainable strategic competitive positioning for the brand b. achieving desirable tactical positioning for the brand *c. forging brand relationships with customers that are characterised by intense, active loyalty. d. establishing brand credibility.

20. Interbrand’s method for calculating the value is a proven formula that examines brands through the lens of financial strength, the importance of driving consumer selection, and the likelihood of ongoing branded revenue. @ Pages and References: p 209 Topic: Calculating the value of brands a. F *b. T