A Framework for Marketing Management, 5e (Kotler)
Chapter 8 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, 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) 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
9) 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
10) 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
11) 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
12) 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
13) 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
14) 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
15) 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
16) 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
17) 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
18) 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
19) 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
20) 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
21) 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
22) 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
23) 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
24) 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
25) 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
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 or answer
the question “Does this brand offer me something?”
A) advantage
B) presence
C) relevance
D) bonding
E) performance
27) 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
28) 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
29) 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
30) 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
31) 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
32) 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
33) 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
34) ________ 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
35) 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
36) 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