Marketing Management, 14e (Kotler/Keller)
Chapter 9 Creating Brand Equity
1) The first step in the strategic brand management process is ________.
A) measuring consumer brand loyalty
B) identifying and establishing brand positioning
C) planning and implementing brand marketing
D) measuring and interpreting brand performance
E) growing and sustaining brand value
2) 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) copyright
B) trademark
C) slogan
D) brand
E) logo
3) Branding is ________.
A) all about creating unanimity between products
B) the process of performing market research and selling products or services to customers
C) endowing products and services with the power of a brand
D) the process of comparing competing brands available in the market
E) use of online interactive media to promote products and brands
4) Brand ________ is the added value endowed to products and services.
A) loyalty
B) equity
C) preference
D) identity
E) licensing
5) ________ is the differential effect that brand knowledge has on consumer response to the
marketing of that brand.
A) Mission-driven brand equity
B) Customer-based brand equity
C) Product-driven brand equity
D) Service-driven brand equity
E) Function-based brand equity
6) Adam wants to buy a washing machine and is looking for something that is not too expensive.
When he goes to make the purchase, he finds there are two options that meet his requirements.
One is an IFB Bosch product, while the other is a newly imported South Korean brand. Adam is
not very familiar with the latter and does not hesitate in choosing Bosch. This example implies
that ________.
A) the imported brand will not survive the competition from Bosch
B) Bosch has a positive customer brand equity
C) the South Korean company has a low advertising budget
D) the imported brand is unreliable
E) the Bosch washing machine has better features than the imported brand
7) When a consumer expresses thoughts, feelings, images, experiences, and beliefs associated
with the brand, the consumer is expressing ________.
A) brand knowledge
B) ethnocentric bias
C) self-serving bias
D) cognitive dissonance
E) brand identity
8) The challenge for marketers in building a strong brand is ________.
A) ensuring that customers have the right type of experiences with their products and marketing
programs to create the desired brand knowledge
B) pricing the product at a point that maximizes sales volume
C) minimizing the number of people to whom the product is targeted in order to provide
consumers with a personalized experience
D) minimizing the impact of customer brand equity
E) avoiding the usage of an established brand to introduce a new product in the market
9) Which of the following is a marketing advantage of strong brands?
A) no vulnerability to marketing crises
B) more elastic consumer response to price increases
C) guaranteed profits
D) additional brand extension opportunities
E) more inelastic consumer response to price decreases
10) 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 personality
C) a brand identity
D) a brand position
E) a brand revitalization
11) Identify the four pillars of brand equity, according to brand asset valuator model.
A) relevance, performance, bonding, and advantage
B) presence, performance, advantage, and bonding
C) energized differentiation, relevance, esteem, and knowledge
D) brand salience, brand feelings, brand imagery, and brand performance
E) energized differentiation, esteem, brand feelings, and brand salience
12) Christian Louboutin is a footwear designer who launched his line of high-end women’s shoes
in France in 1991. Since 1992, his designs have incorporated the shiny, red-lacquered soles that
have become his signature. These red-lacquered soles and high stilettos of Louboutin distinguish
him from other designer shoe brands. In accordance with the brand asset valuator model, which
of the following components of brand equity has Louboutin fulfilled in the given scenario?
A) energized differentiation
B) relevance
C) esteem
D) knowledge
E) advantage
13) Christian Louboutin is a footwear designer who launched his line of high-end women’s shoes
in France in 1991. The brand caters to an elite clientele whose satisfaction with the brand has
always been evident. Apart from being high-end, Louboutin footwear signifies power in elite
social circles. Celebrities are often seen sporting “Loubs” at special occasions, such as movie
premieres. This has resulted in people associating Louboutin footwear with class and power. In
accordance with the brand asset valuator model, which of the following components of brand
equity has Louboutin fulfilled in the given scenario?
A) knowledge
B) energized differentiation
C) esteem
D) advantage
E) presence
14) According to the brand asset valuator model, which of the components of brand equity
measures how aware and familiar consumers are with the brand?
A) esteem
B) energized differentiation
C) relevance
D) knowledge
E) presence
15) According to the brand asset valuator model, which of the components of brand equity
measures the breadth of a brand’s appeal?
A) differentiation
B) relevance
C) esteem
D) knowledge
E) value
16) According to brand asset valuator model, energized differentiation and relevance, the two
pillars of brand equity combine to determine what is called brand ________.
A) position
B) image
C) depth
D) knowledge
E) strength
17) According to brand asset valuator model, esteem and knowledge, the two pillars of brand
equity together create ________, a “report card” on past performance and a current indicator of
current value.
A) brand stature
B) brand parity
C) brand strength
D) brand personality
E) brand architecture
18) According to the brand asset valuator model, strong new brands show ________.
A) higher levels of esteem and knowledge than relevance, whereas both differentiation and
energy are lower still
B) higher levels of differentiation and energy than relevance, whereas both esteem and
knowledge are lower still
C) high knowledge—evidence of past performance—a lower level of esteem, and even lower
relevance, energy, and differentiation
D) high levels on energy, differentiation, relevance, knowledge, and esteem
E) low levels on energy, differentiation, relevance, knowledge, and esteem
19) According to brand asset valuator model, leadership brands show ________.
A) high levels of energy, differentiation, relevance, knowledge, and esteem
B) higher levels of esteem and knowledge than relevance, whereas both differentiation and
energy are
lower still
C) higher levels of differentiation and energy than relevance, whereas both esteem and
knowledge are
lower still
D) low levels on energy, differentiation, relevance, knowledge, and esteem
E) high knowledge—evidence of past performance—a lower level of esteem, and even lower
relevance, energy, and differentiation
20) According to brand asset valuator model, declining brands show ________.
A) higher levels of esteem and knowledge than relevance, whereas both differentiation and
energy are
lower still
B) high relevance—appropriateness of brand’s appeal—a lower level of energy and
differentiation, and even lower knowledge
C) high levels on energy, differentiation, relevance, knowledge, and esteem
D) higher levels of differentiation and energy than relevance, whereas both esteem and
knowledge are
lower still
E) high knowledge—evidence of past performance—a lower level of esteem, and even lower
relevance, energy, and differentiation
21) According to Young and Rubicam’s brand asset valuator, a brand’s ________ measures how
well the brand is regarded and respected.
A) differentiation
B) energy
C) relevance
D) esteem
E) knowledge
22) Aromas Inc., introduced a new line of shower gels. To analyze consumer reaction, the
company interviewed people who bought them. When Sarah was asked why she had chosen the
new shower gel, she said she bought it because a friend recommended it. Sarah is at which level
of the brand dynamics pyramid?
A) presence
B) bonding
C) relevance
D) performance
E) advantage
23) If a consumer, trying to decide between alternatives, believes that a particular brand delivers
acceptable product performance and can be short listed, she is in the ________ level of the brand
dynamics pyramid.
A) presence
B) relevance
C) performance
D) advantage
E) bonding
24) Which of the following levels of the brand dynamics pyramid pertains to consumer’s needs?
A) advantage
B) relevance
C) bonding
D) performance
E) presence
25) A consumer who expresses rational and emotional attachments to the brand to the exclusion
of most
other brands has reached the ________ level in the brand dynamics pyramid.
A) advantage
B) relevance
C) presence
D) performance
E) bonding
26) According to the BRANDZ model of brand strength, brand building involves people
progressing through a sequential series of steps. Which of these steps would address the question
“Do I know about this brand?”
A) relevance
B) presence
C) performance
D) advantage
E) bonding
27) According to the BRANDZ model of brand strength, brand building involves people
progressing through a sequential series of steps. Which of these steps would address or answer
the question “Does this brand offer something better than the others?”
A) performance
B) presence
C) advantage
D) bonding
E) relevance
28) According to the BRANDZ model of brand strength, brand building involves people
progressing through a sequential series of steps. Which of these steps would address or answer
the question “Can this brand deliver?”
A) performance
B) bonding
C) advantage
D) relevance
E) presence
29) According to the BRANDZ model of brand strength, brand building involves people
progressing through a sequential series of steps. Which of these steps would address or answer
the question “Does this brand offer me something?”
A) advantage
B) presence
C) relevance
D) bonding
E) performance
30) According to the BRANDZ model of brand strength, brand building involves people
progressing through a sequential series of steps. Which of these steps convey the message ”
Nothing else beats this brand”?
A) bonding
B) relevance
C) advantage
D) performance
E) presence
31) Brand salience ________.
A) is customers’ emotional responses and reactions with respect to the brand
B) is how often and how easily customers think of the brand under various purchase or
consumption situations
C) is how well the product or service meets customers’ functional needs
D) describes the extrinsic properties of the product or service, including the ways in which the
brand attempts to meet customers’ psychological or social needs
E) describes the relationship customers have with the brand and the extent to which they feel
they’re “in sync” with it
32) With respect to the “six brand building blocks,” ________ signifies how well the product or
service meets customers’ functional needs.
A) brand judgment
B) brand imagery
C) brand salience
D) brand performance
E) brand resonance
33) With respect to the “six brand building blocks,” ________ describes the extrinsic properties
of the product or service, including the ways in which the brand attempts to meet customers’
psychological or social needs.
A) brand imagery
B) brand judgment
C) brand resonance
D) brand salience
E) brand performance
34) With respect to the “six brand building blocks,” ________ focuses on customers’ own
personal opinions and evaluations.
A) brand salience
B) brand performance
C) brand imagery
D) brand judgment
E) brand resonance
35) With respect to the brand building pyramid, at which of the following “building block levels”
would we expect the consumer to develop an intense, active loyalty?
A) salience
B) imagery
C) feelings
D) judgments
E) resonance
36) With respect to the brand building pyramid, at which of the following “building block levels”
would we expect the consumer to develop positive and accessible reactions?
A) resonance
B) salience
C) imagery
D) performance
E) feelings
37) With respect to the “six brand building blocks,” ________ describes the relationship
customers have with the brand and the extent to which they feel they’re “in sync” with it.
A) brand imagery
B) brand judgment
C) brand resonance
D) brand salience
E) brand performance
38) With respect to the “six brand building blocks,” ________ are customers’ emotional
responses and reactions with respect to the brand.
A) brand imagery statements
B) brand judgments
C) brand performances
D) brand feelings
E) brand resonances
39) Which of the following “building block levels” corresponds to the branding objectives of
points-of-parity and difference?
A) performance and imagery
B) judgment and feelings
C) resonance and salience
D) imagery and judgment
E) salience and feelings
40) With respect to the brand building pyramid, the branding objective of developing deep, broad
brand awareness corresponds to which of the following “building block levels”?
A) resonance
B) imagery
C) performance
D) salience
E) judgment
41) From a marketing management perspective, there are three main sets of brand equity drivers.
Which of these drivers was most applicable when McDonald’s decided to use the “golden arches”
and Ronald McDonald as symbols of their brand?
A) the product and all accompanying marketing activities and supporting marketing programs
B) the service and all accompanying marketing activities and programs
C) the initial choices for the brand elements or identities making up the brand
D) associations indirectly transferred to the brand by linking it to some other entity
E) the profitability associated with brand development
42) Red Bull enlisted college students as “Red Bull student brand managers” to distribute
samples, research drinking trends, design on-campus product promotion activities, and write
stories for student newspapers. From a marketing management perspective, which of the
following brand equity drivers is most applicable in the given scenario?
A) the profitability associated with brand development
B) associations indirectly transferred to the brand by linking it to a person
C) the product and all accompanying marketing activities and supporting marketing programs
D) the initial choices for the brand elements or identities making up the brand
E) associations indirectly transferred to the brand by linking it to a place
43) The brand name of New Zealand vodka 42BELOW refers to both a latitude that runs through
New Zealand and the percentage of its alcohol content. From a marketing management
perspective, which of
the brand equity drivers is most applicable in the given scenario?
A) the associations indirectly transferred to the brand by linking it to a place or thing
B) the product and all accompanying marketing activities and supporting marketing programs
C) the initial choices for the brand elements or identities making up the brand
D) the profitability associated with brand development
E) the service and all accompanying marketing activities and programs
44) ________ are devices that can be trademarked and serve to identify and differentiate the
brand.
A) Brand elements
B) Brand value propositions
C) Brand perceptions
D) Brand images
E) Brand extensions
45) If a brand element can be used to introduce new products in the same or different categories,
the brand element is said to be ________.
A) memorable
B) meaningful
C) likeable
D) transferable
E) adaptable
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46) If consumers can easily recall and recognize a brand element, the brand element is said to be
________.
A) meaningful
B) protectable
C) adaptable
D) transferable
E) memorable
47) Which of the following is a defensive criterion for choosing brand elements?
A) adaptable
B) memorable
C) meaningful
D) likeable
E) significance
48) With respect to powerful brand elements, ________ is an extremely efficient means to build
brand equity. This element functions as a useful “hook” or “handle” to help consumers grasp
what the brand is and what makes it special.
A) the tangibility of a product
B) a product’s shape
C) a slogan
D) a patent
E) a copyright
49) A ________ can be defined as any information-bearing experience a customer or prospect
has with the brand, the product category, or the market that relates to the marketer’s product or
service.
A) brand value
B) brand personality
C) brand trait
D) brand character
E) brand contact
50) The traditional “marketing-mix” concept and the notion of the “four Ps” may not adequately
describe modern marketing programs. ________ is about mixing and matching marketing
activities to maximize their individual and collective effects.
A) Personalized marketing
B) Mass customization
C) Globalized marketing
D) Relationship marketing
E) Integrated marketing
51) Brand equity can be built by ________, which create(s) equity by linking the brand to other
information in memory that conveys meaning to customers.
A) internal marketing
B) brand transferability
C) secondary associations
D) customer alignment
E) brand auditing
52) Mark feels that Shell delivers on its promises to supply the best gasoline possible to the
public. His experiences with Shell have always been good resulting in positive brand contact.
Mark is most likely experiencing ________.
A) brand alliance
B) brand essence
C) brand harmonization
D) brand parity
E) brand bonding
53) ________ consists of activities and processes that help inform and inspire employees about
brands.
A) Internal branding
B) Personal branding
C) Individual branding
D) External branding
E) Co-branding
54) AT&T’s business campaign not only helped to change public perceptions of the company, it
also signaled to employees that AT&T was determined to be a leader in telecommunication
services. Which principle of internal branding does this example portray?
A) choosing the right moment to capture employees’ attention and imagination
B) furnishing energizing and informative internal communication
C) bringing the brand alive for employees
D) linking internal and external marketing
E) understanding how brand communities work
55) A ________ is a specialized group of consumers and employees whose identification and
activities focus around the brand.
A) brand community
B) brand channel
C) brand association
D) brand personality
E) brand cluster
56) Which of the following value creation processes means sharing the brand “good news” and
inspiring others to use the brand?
A) staking
B) badging
C) evangelizing
D) justifying
E) milestoning
57) Which of the following value creation processes means detailing the brand relationship
journey in a
narrative way, often anchored by and peppered with milestones?
A) documenting
B) milestoning
C) badging
D) evangelizing
E) staking
58) Which of the following value creation processes means translating milestones into symbols
and artifacts?
A) staking
B) evangelizing
C) milestoning
D) badging
E) documenting
59) A structured approach to assessing the sources and outcomes of brand equity and the manner
in which marketing activities create the financial worth of the brand is called ________.
A) the brand value chain
B) the brand portfolio
C) the brand life cycle
D) brand partitioning
E) brand positioning
60) Competitive superiority and channel support are factors that influence the ________ of the
brand value chain.
A) program multiplier
B) customer multiplier
C) brand multiplier
D) profit multiplier
E) market multiplier