Chapter 9—Building and Managing Brand Equity
9.1
The three types of brand assets are brand awareness, brand equity and brand loyalty.
9.2
Brand awareness serves to differentiate brands along a recall/familiarity dimension.
9.3
Brand awareness does not provide competitive advantages, only key success factors.
9.4
Organizations can increase their likelihood of brand awareness by extending their presence outside the
conventional media channels and using methods such as promotions, publicity and sampling.
9.5
The Datsun name was just as strong as the Nissan name four years after the name change primarily
because brand awareness is an asset that can be extremely durable and thus sustainable.
9.6
Which of the following is not a competitive advantage included in brand loyalty:
a. Reducing marketing costs
b. Entry to barrier
c. Increased name recall at time of purchase
d. Satisfied customer base projects successful product
e. Provides time to respond to competitive moves
9.7
The ultimate measure of brand loyalty is that customers will recommend the brand to others.
9.8
To manage customer loyalty, organizations will measure loyalty of existing customers, manage customer
touch points, conduct exit interviews, maintain communication with customers, have a customer culture,
measure the lifetime value of a customer, _______________ and _______________.
9.9
Brand association is anything directly related to the consumer’s memory to a brand.
9.10
Firms dependent on brand association position based on certain attributes are vulnerable to competitor
innovation and shouting matches that lead to lost credibility.
9.11
Maintaining relevance is the battle to stay associated with the product category in which the customer is
interested.
9.12
The extremes on the relevance spectrum are ____________ and ____________. The middle of the
spectrum belongs to ____________.
9.13
The strongest brands often offer emotional benefits. They are about the “I feel” statement. Other strong
brand benefit offerings are a self-expressive benefits, which are all about the “I am.”
9.14
Brand identity is a set of current brand associations that the firm aspires to create or maintain.
9.15
The three steps of creating a brand identity are _____________, _____________, and _____________.
9.16
Brand identity serves to drive and guide strategic initiatives throughout organizations, drive the
communication program and support the expression of the organization’s values and culture.
9.17
Proof points are programs, initiatives, and assets that are planned to provide substance to the strategic
position.
9.18
A strategic imperative is an investment in an asset or program that is essential if the promise to the
customers is to be delivered.
9.19
Virgin has extended its brand into dozens of business areas including cola and jeans.