Marketing Management, 15e (Kotler)
Chapter 11 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) Consumers may evaluate identical products differently depending on how they are branded.
5) Physical goods, services, and stores can be branded, but ideas and people cannot.
6) What valuable functions can brands perform for a firm?
7) Assume you are a marketing manager and want to adopt strategic brand management. List the
four main steps that you would most likely go through to accomplish this task.
8) How does the American Marketing Association (AMA) define the term brand?
9) Brand ________ is the added value endowed to products and services.
A) loyalty
B) equity
C) preference
D) identity
E) licensing
10) ________ brand equity is the differential effect that brand knowledge has on consumer
response to the marketing of that brand.
A) Mission-driven
B) Customer-based
C) Product-driven
D) Service-driven
E) Function-based
11) 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 a Maytag 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 Maytag. This example
implies that ________.
A) the imported brand will not survive the competition from Maytag
B) Maytag has a positive customer brand equity
C) the South Korean company has a low advertising budget
D) the imported brand is unreliable
E) the Maytag washing machine has better features than the imported brand
12) 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
13) 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
14) 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
15) When a marketer expresses his or her vision of what a brand must be and do for consumers,
he or she is expressing what is called a brand ________.
A) promise
B) personality
C) identity
D) position
E) revitalization
16) Identify the four pillars of brand equity, according to BrandAsset® 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
17) 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 BrandAsset® Valuator model,
which of the following components of brand equity has Louboutin fulfilled in this scenario?
A) energized differentiation
B) relevance
C) esteem
D) knowledge
E) advantage
18) 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 BrandAsset® Valuator model, which of the following components of brand
equity has Louboutin fulfilled in this scenario?
A) knowledge
B) energized differentiation
C) esteem
D) advantage
E) presence
19) BENGAY aspirin, Cracker Jack cereal, Frito-Lay lemonade, and Fruit of the Loom laundry
detergent are examples where consumers’ ________ dictated that the extensions were
inappropriate for the brand.
A) brand knowledge
B) brand equity
C) brand stature
D) power grid
E) brand salience
20) According to the BrandAsset® 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
21) Starbucks uses social-media engagement to respond, listen to and connect with fans, which is
important to them because it builds loyalty, which is one aspect of the ________ pillar of the
BrandAsset® Valuator.
A) energized differentiation
B) esteem
C) relevance
D) knowledge
E) strength
22) ________, which combines the BrandAsset® Valuator dimensions of energized
differentiation and relevance, is a leading indicator that predicts future growth and value.
A) Brand stature
B) A brand’s power grid
C) Brand presence
D) Brand bonding
E) Brand strength
23) High levels of brand ________, or the extent to which consumers feel they are “in sync” with
the Fox News brand and engagement in Fox News programs, often leads to greater recall of the
ads Fox News runs.
A) salience
B) feelings
C) judgments
D) resonance
E) imagery
24) According to the BrandAsset® 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
25) According to BrandAsset® 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
26) According to BrandAsset® Valuator model, esteem and knowledge, the two pillars of brand
equity together create brand ________, a “report card” on past performance and a current
indicator of current value.
A) stature
B) parity
C) strength
D) personality
E) architecture
27) According to the BrandAsset® 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
28) According to BrandAsset® 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
29) According to BrandAsset® 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
30) According to Young and Rubicam’s BrandAsset® Valuator, a brand’s ________ measures
how well the brand is regarded and respected.
A) differentiation
B) energy
C) relevance
D) esteem
E) knowledge
31) 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 BrandDynamics Pyramid?
A) presence
B) bonding
C) relevance
D) performance
E) advantage
32) If a consumer who is trying to decide between alternatives believes that a particular brand
delivers acceptable product performance and can be shortlisted, she is in the ________ level of
the BrandDynamics Pyramid.
A) presence
B) relevance
C) performance
D) advantage
E) bonding
33) Which of the following levels of the BrandDynamics Pyramid pertains to consumer’s needs?
A) advantage
B) relevance
C) bonding
D) performance
E) presence
34) A consumer who expresses rational and emotional attachments to a brand to the exclusion of
most other brands has reached the ________ level in the BrandDynamics Pyramid.
A) advantage
B) relevance
C) presence
D) performance
E) bonding
35) 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
36) 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
37) 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
38) 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
39) 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
40) 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
41) With respect to the “six brand building blocks,” brand ________ signifies how well the
product or service meets customers’ functional needs.
A) judgment
B) imagery
C) salience
D) performance
E) resonance
42) With respect to the “six brand building blocks,” brand ________ 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) imagery
B) judgment
C) resonance
D) salience
E) performance
43) With respect to the “six brand building blocks,” brand ________ focuses on customers’ own
personal opinions and evaluations.
A) salience
B) performance
C) imagery
D) judgment
E) resonance
44) 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
45) 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
46) With respect to the “six brand building blocks,” brand ________ describes the relationship
customers have with the brand and the extent to which they feel they’re “in sync” with it.
A) imagery
B) judgment
C) resonance
D) salience
E) performance
47) With respect to the “six brand building blocks,” brand ________ are customers’ emotional
responses and reactions with respect to the brand.
A) imagery statements
B) judgments
C) performances
D) feelings
E) resonances
48) 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
49) 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
50) One of the advantages of having a strong brand is the ability to have a more elastic consumer
response to price decreases of the brand.
51) Brand equity arises from unanimity in consumer response.
52) The quantity, rather than quality, of a marketer’s investment in brand building is the critical
factor in building brand equity.
53) According to BrandAsset® Valuator (BAV) model, knowledge is one of the key components
of brand equity.
54) According to the BrandZ model, “Bonded” consumers at the lower levels of the pyramid
build stronger relationships with and spend more on the brand than those at the top.
55) Under the BrandZ model of brand strength, customers who are bonded to the brand believe
“nothing else beats it.”
56) Brand salience describes the extrinsic properties of the product or service, including the ways
in which the brand attempts to meet customers’ psychological or social needs.
57) Brand imagery is a consumer’s emotional response and reaction with respect to the brand.
58) Describe the three ingredients of customer-based brand equity.
59) Advertising agency Young and Rubicam (Y&R) developed a model of brand equity called
BrandAsset® Valuator (BAV). What is the intent of the BAV model? List and briefly
characterize the four key components (pillars) of brand equity.
60) The creation of significant brand equity involves reaching the top or pinnacle of the brand
pyramid. What are the six components of the brand resonance pyramid?
61) Define brand equity.
62) What is positive customer-based brand equity?
63) Explain the concept of brand knowledge.
64) How does consumer knowledge play a role in the success of new products associated with
existing brands?
65) Brand equity has four components — energized differentiation, relevance, esteem, and
knowledge. How are these components combined to produce brand strength and brand stature?
66) According to the BrandZ model of brand strength, brand building involves a series of five
sequential steps. What are those five sequential steps?
67) Distinguish between brand equity and brand valuation.
68) 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
69) 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
70) 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
71) Brand ________ are devices that can be trademarked and serve to identify and differentiate
the brand.
A) elements
B) value propositions
C) perceptions
D) images
E) extensions
72) 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