Creating Brand Equity

According to the American Marketing Association (AMA), what is the definition of a brand?

In the context of the classic New Coke case, how much did Coca-Cola spend on market research which indicated that drinkers preferred the new, sweeter formula?

What is defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand?

In the BrandAsset Valuator (BAV) model, which two pillars combine to determine 'brand strength,' a leading indicator of future growth value?

According to the Brand Resonance Model, what is the final step and the pinnacle of the brand-building pyramid, representing an intense, active loyalty?

Which of the following is NOT one of the six criteria for choosing brand elements?

What is a 'brand contact' defined as in the context of designing holistic marketing activities?

According to the Brand Value Chain model, what is the role of the 'program multiplier'?

In the case of UGG boots, what event in the year 2000 was credited with causing the brand to 'take off' among women?

What term refers to the activities and processes that help inform and inspire employees about brands?

What is the primary difference between a brand audit and brand-tracking studies?

In Interbrand's brand valuation model, what is the step that attributes a proportion of Economic Earnings to the brand by identifying demand drivers?

In the example of the struggling Sears brand, what was the approximate annual maintenance and repair spending per square foot for its stores, compared to competitors like Target and Walmart?

What is the term for a branding strategy that uses a combination of new and existing brand elements, such as Hershey Kisses or Toyota Camry?

In the context of a brand portfolio, what is the role of a 'flanker' or 'fighter' brand?

What percentage of new products are typically brand extensions?

Brand dilution occurs when consumers no longer associate a brand with a specific set of products and start thinking less of the brand. Which car company's Cayenne and Panamera models were mentioned as a potential example of this, accounting for three-quarters of its sales in 2012?

What is the primary difference between a 'house of brands' strategy and a 'branded house' strategy?

In the case of Bic's failed perfume extension, what was the price for the quarter-ounce spray bottles that were packaged to look like cigarette lighters?

Which of the following is NOT one of the three key ingredients of customer-based brand equity?

What is the term for the process of endowing products and services with the power of a brand?

In the Brandz model by Millward Brown, which three types of brand associations are considered crucial for building customer predisposition to buy a brand?

What is the primary role of a 'cash cow' brand within a brand portfolio?

Which of the following is NOT one of the three main sets of brand equity drivers from a marketing management perspective?

In the Brand Resonance Model, the rational route to brand building is on the left side of the pyramid. Which three building blocks make up this rational route?

What is the term for a product, often the first by which a brand gained fame or a bestseller, that best represents or embodies the brand as a whole to consumers?

Which company, known for its 'house of brands' strategy, has a diverse portfolio including Sikorsky helicopters, Pratt & Whitney aircraft engines, and Otis elevators?

What is a major advantage of using separate family brand names (a 'house of brands' strategy)?

When Ford was generating licensing revenue from its brand, how many different items were sold through its 400 licensees as of 2014?

According to research by Golder and his colleagues, what is true about the persistence of leading brands?

What are the two components of 'brand stature' in the BrandAsset Valuator (BAV) model?

What is the primary aim of customer relationship management (CRM) according to the chapter?

One of the brand-building criteria for a brand element is that it is 'transferable'. What does this criterion mean?

What term describes the set of all brand lines that a particular seller makes available to buyers?

In the case of brand revitalization, the chapter describes Eu Yan Sang, a company specializing in traditional Chinese medicine. What was a key part of its revitalization strategy to make the brand relevant to younger consumers?

According to the Brand Value Chain model, the 'customer multiplier' depends on three factors. Which of the following is NOT one of them?

What is a key difference between a line extension and a category extension?

What well-known company, mentioned as an example of a 'Low-End Entry Level' brand, uses its Scion brand to capture younger buyers and move them into the franchise?

When marketers combine a new brand with an existing brand to form a sub-brand, the existing brand that gives birth to the extension is called the:

What is the primary risk of a brand extension that consumers deem inappropriate?

One of the three factors identified by BAV analysis that help define a brand's 'energy' is 'A clear direction and point of view on the world and how it can and should be changed.' What is this factor called?

How many times has the Shell logo been updated in the past 100 years, according to the text?

What is brand loyalty said to translate into, in terms of customer willingness to pay a higher price compared to competing brands?

What is the key difference between the brand equity perspective and the customer equity perspective as described in the chapter summary?

What is one of the main advantages of brand extensions, as described in the text?

Which of the following brand element choice criteria is considered 'defensive' rather than 'brand building'?

In the MasterCard 'Priceless' campaign, the ads always ended with the tagline, 'There are some things money can’t buy; for everything else, there’s MasterCard.' What duality of the brand did this campaign effectively communicate?

What is the term for a brand strategy where marketers use the parent brand to enter a different product category, such as Honda using its name for automobiles, motorcycles, and lawn mowers?

According to the chapter, why do brands perform a valuable function for firms by simplifying product handling?

Which research firm developed the BrandAsset Valuator (BAV), a model of brand equity based on pillars like Energized Differentiation and Esteem?

What is one of the primary disadvantages of brand extensions?