There are four key components—or pillars—of brand equity. Which of those components or pillars measures the breadth of a brand's appeal?

There are four key components—or pillars—of brand equity. Which of those components or pillars measures the breadth of a brand's appeal? 

a. Differentiation
b. Relevance
c. Esteem
d. Knowledge
e. Value


Answer: b. Relevance

When a marketer expresses his or her vision of what the brand must be and do for consumers, they are expressing what is called ________.

When a marketer expresses his or her vision of what the brand must be and do for consumers, they are expressing what is called ________. 

a. a brand promise
b. a brand mission
c. brand equity
d. a brand position
e. a brand concept


Answer: a. a brand promise

Strong brands possess all of the following marketing advantages EXCEPT ________.

Strong brands possess all of the following marketing advantages EXCEPT ________. 

a. greater loyalty
b. larger margins
c. guaranteed profits
d. improved perceptions of product performance
e. more elastic consumer response to price decreases


Answer: c. guaranteed profits

______ is what drives the differences that manifest themselves in brand equity.

______ is what drives the differences that manifest themselves in brand equity. 

a. Brand image
b. Consumer income
c. Consumer purchasing power
d. Consumer knowledge
e. Brand perception


Answer: d. Consumer knowledge

When a consumer expresses thoughts, feelings, images, experiences, beliefs, and so on that become associated with the brand, the consumer is expressing brand ________.

When a consumer expresses thoughts, feelings, images, experiences, beliefs, and so on that become associated with the brand, the consumer is expressing brand ________. 

a. knowledge
b. loyalty
c. behavior
d. preference
e. equity


Answer: a. knowledge

_______ can be defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand.

_______ can be defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand. 

a. Mission-driven brand equity
b. Consumer-based brand equity
c. Product-driven brand equity
d. Service-driven brand equity
e. Function-based brand equity


Answer: b. Consumer-based brand equity

The premise of ________ models is that the power of a brand lies in what customers have seen, read, learned, thought, and felt about the brand over time.

The premise of ________ models is that the power of a brand lies in what customers have seen, read, learned, thought, and felt about the brand over time. 

a. product-based brand equity
b. service-based brand equity
c. functional-based brand equity
d. mission-driven brand equity
e. consumer-based brand equity


Answer: e. consumer-based brand equity

Brand ________ is the added value endowed to products and services.

Brand ________ is the added value endowed to products and services. 

a. loyalty
b. equity
c. preference
d. satisfaction
e. benefits


Answer: b. equity

_______ is endowing products and services with the power of a brand.

_______ is endowing products and services with the power of a brand. 

a. Brand image
b. The branding concept
c. Branding
d. Brand positioning
e. Brand partitioning


Answer: c. Branding

The world's strongest brands share common attributes. Which of the following would NOT be among those common attributes?

The world's strongest brands share common attributes. Which of the following would NOT be among those common attributes? 

a. The brand that spends the most is the most respected and valued.
b. The company monitors sources of brand equity.
c. The pricing strategy is based on consumer perceptions of value.
d. The brand stays relevant.
e. The brand excels at delivering the benefits consumers truly desire.


Answer: a. The brand that spends the most is the most respected and valued.

Consumers learn about brands through ________ and product marketing programs.

Consumers learn about brands through ________ and product marketing programs. 

a. the mass media
b. past experiences with the product
c. the sales force
d. shopping bots
e. independent information sources


Answer: b. past experiences with the product

The earliest signs of branding in Europe were medieval ________ requirement that craftspeople put trademarks on their products to protect themselves and consumers against inferior quality.

The earliest signs of branding in Europe were medieval ________ requirement that craftspeople put trademarks on their products to protect themselves and consumers against inferior quality. 

a. kings'
b. churches'
c. consumers'
d. governments'
e. guilds'


Answer: e. guilds'

The American Marketing Association defines a ________ as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."

The American Marketing Association defines a ________ as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."

a. holistic product concept
b. product concept
c. service concept
d. brand
e. brand image


Answer: d. brand

The strategic branch management process involves four main steps. Which of the following would NOT be among those steps?

The strategic branch management process involves four main steps. Which of the following would NOT be among those steps? 

a. Measuring consumer brand knowledge.
b. Identifying and establishing brand positioning.
c. Planning and implementing brand marketing.
d. Measuring and interpreting brand performance.
e. Growing and sustaining brand value.


Answer: a. Measuring consumer brand knowledge.

At the heart of a successful brand is ________, backed by creatively designed and executed marketing.

At the heart of a successful brand is ________, backed by creatively designed and executed marketing. 

a. price
b. promotion
c. a great product or service
d. a great slogan
e. a brand concept


Answer: c. a great product or service

All of the following would be examples of companies that use family branding as one of their branding strategies EXCEPT ________.

All of the following would be examples of companies that use family branding as one of their branding strategies EXCEPT ________. 

a. Campbell Soup
b. Sears
c. Heinz
d. General Electric
e. Hunt's


Answer: b. Sears

When a firm uses an established brand to introduce a new product, it is called a(n) ________.

When a firm uses an established brand to introduce a new product, it is called a(n) ________. 

a. sub-brand
b. brand value
c. brand extension
d. brand mix
e. brand posture


Answer: c. brand extension

According to Scott Bedbury's book, A New Brand World, all of the following are considered to be important principles for twenty-first century branding EXCEPT ________.

According to Scott Bedbury's book, A New Brand World, all of the following are considered to be important principles for twenty-first century branding EXCEPT ________. 

a. consumers will tell you what your brand image should be
b. relying on brand awareness has become marketing fool's gold
c. you have to know it before you can grow it
d. great brands establish enduring customer relationships
e. all brands need good parents


Answer: a. consumers will tell you what your brand image should be

According to Interbrand's Brand Strength formula, the most important factor in the equation is ________ with a 25 percent weight.

According to Interbrand's Brand Strength formula, the most important factor in the equation is ________ with a 25 percent weight. 

a. stability
b. market
c. geographic spread
d. trend
e. leadership


Answer: e. leadership

A company's major enduring asset is ________.

A company's major enduring asset is ________. 

a. its leadership
b. its brand
c. its culture
d. its shareholders
e. its workers


Answer: b. its brand