Strategic Brand Management Final

A new snack brand invests heavily in in-store displays and catchy jingles so that shoppers notice them quickly in crowded aisles. What stage of brand development is this working on?

Identity (Salience)

A new brand wants to develop customer judgements regarding quality and credibility. According to the pyramid, which stage and branding should they focus on?

Response - Elicit positive brand association

Which of the following describes brand salience?

The ease of which a brand is recalled or recognized

What stage of brand development aligns with the “Performance and Imagery” layer of the brand resonance pyramid?

Brand Meaning

What is the primary branding objective at the bottom level of the pyramid?

Brand salience

At this stage, the main objective is to make sure customers recognize and recall the brand when making choices

Deep, broad brand awareness

What type of association is being built when a brand focuses on emotional and symbolic benefits in it’s marketing?

Brand Imagery Association

At this stage, brands try to show that they are both similar to competitors and different in meaningful ways. What is the branding objective?

POP’s and POD’s

Which of the following represents the branding objective at the Brand Resonance stage

Achieve brand loyalty and attatchment

At this stage, the goal is to generate favorable opinions and emotions towards the brand so that consumers react positively when evaluating it. What is this branding objective?

Positive, accessible reactions

Which of the following marketing tactics would be most appropriate at the Brand Response level of the pyramid?

Encourage consumer evaluations through reviews

According to the Brand Resonance Model, what is the correct sequence?

Salience - Performance/Imagery - Judgements/Feelings - Resonance

Toyota emphasizes reliability and fuel efficiency in it’s Corolla campaigns while also showing families on road trips. What stage of the brand development?

Meaning (Performance and Imagery_

Which level is Judgements/Feelings at on the pyramid?

Brand Response

Customers describe Rolex as luxurious, credible, and prestigious, which shapes how they evaluate the brand. Which stage?

Response (Judgements and Feelings)

At this stage, the goal is to create a deep psychological bond with the consumers that result in loyalty and active engagement. What objective?

Intense, Active loyalty

In the brand pyramid, which element represents loyalty and active engagement?

Brand Resonance

Peloton has strong awareness and imagery but struggles with customer retention as users cancel their subscription after a few months. What stage of the pyramid?

Brand Resonance

A food delivery app recieves poor ratings for late deliveries. Which element is undermining it’s success?

Performance

Nike introduces a new running shoe emphasizing performance durability. Which part of the pyramid?

Brand performance

Spotify releases “Wrapped” to share to their social media. Which resonance dimension does this refer to?

Community

Starbucks emphasizes rewards program. Which element does this refer to?

Active engagement

Liquid death distrbuts heavily in gas stations, convenience stores, etc. What element?

Brand salience

Which definition BEST captures the meaning of a brand from a strategic brand management perspective?

A set of associations and perceptions in consumers’ minds

A consumer chooses Target over Walmart because they associate Target with style and a pleasant shopping experience, even though prices are higher. This example BEST illustrates:

Brand equity

Why do brands matter MOST to firms?

They create sustainable competitive advantage

A firm conducts regular brand audits, tracks brand equity, and invests in long-term brand-building rather than short-term sales promotions. This reflects which stage of the strategic brand management process?

Growing and sustaining brand equity

A company invests heavily in branding because it wants consumers to be willing to pay more, forgive mistakes, and recommend the brand to others. This motivation is MOST closely tied to:

Customer-based brand equity

Brand knowledge is composed of:

Brand awareness and brand image

A fast-food chain highlights that it offers the same speed and convenience as competitors, while also promoting its unique plant-based menu. Speed and convenience represent:

Points-of-Parity

Which of the following BEST describes effective points-of-difference (PODs)?

Strongly valued by consumers and unique to the brand

A brand markets luxury watches by emphasizing status, self-esteem, and achievement. This strategy MOST directly appeals to which level of Maslow’s hierarchy?

Esteem

A brand mantra is BEST described as:

A short phrase guiding internal brand decisions

When consumers can easily recognize and recall a brand in buying situations, the brand has achieved:

Salience

A consumer believes a laptop brand is durable, reliable, and high-performing. These associations fall under:

Brand performance

Emotional responses such as excitement, fun, or security toward a brand are captured by:

Brand Feelings

A brand has loyal customers who actively promote it, feel emotionally attached, and resist switching. This reflects the highest level of the CBBE pyramid:

BRand resonance

The brand value chain shows how:

Marketing investments translate into financial value through customer mindset

Which criterion for choosing brand elements refers to the ability to remain relevant over time?

Adaptability

A snack brand redesigns its packaging to stand out on shelves and communicate health benefits at the point of purchase. This highlights packaging’s role in:

Brand positioning

A brand hosts immersive pop-up events where consumers interact with products and create memories. This is an example of:

Experiential Marketing

Perceived quality differs from objective quality because it:

Reflects consumer perceptions rather than facts

A luxury brand avoids discounting because low prices could weaken brand meaning. This pricing decision is aimed at:

Building brand equity

Marketing communication is BEST described as:

How firms inform, persuade, and remind consumers about brands

Compared to traditional media, digital media is MOST effective because it:

Allows interaction and personalization

A brand uses sponsorships, social media, influencers, and events to reinforce the same brand meaning. This reflects:

Coordinated Media Strategy

Brand amplifiers are BEST defined as:

External forces that enhance brand meaning

The “experience economy” emphasizes that brands compete primarily on:

Customer experiences

Which statement BEST describes branding in the digital era?

Consumers play an active role in shaping brand meaning

Online reviews significantly influence consumer purchase decisions. This shift BEST illustrates how technology has:

Changed consumer behavior and the customer experience

A consumer researches a product online, reads reviews, sees social media ads, visits the brand’s website, and later purchases in-store. This sequence represents the:

Consumer Journey

Brand engagement refers to:

The emotional and behavioral connection consumers have with a brand

A brand reposts user-generated content and responds directly to customer comments on Instagram. This practice MOST directly builds:

Brand engagement

Which platform is MOST associated with two-way brand communication?

Social media

A skincare brand partners with a TikTok creator whose audience trusts her product recommendations. This strategy primarily leverages:

Influencer credibility

A retailer sends location-based push notifications offering discounts when customers enter a store. This is an example of:

Mobile Marketing

The leverage process involves:

Transferring associations from another entity to the brand

A brand emphasizes that its products are “Made in Italy” to signal craftsmanship and quality. This is an example of leveraging:

Country of origin associations

A luxury brand is sold exclusively through high-end department stores to reinforce prestige. This strategy leverages:

Channel of distribution

Nike and Apple collaborate on a fitness product that carries both brand names. This is an example of:

Co-Branding

Intel Inside is BEST categorized as:

Ingrediant branding

A university allows its logo to be used on apparel sold by a third-party retailer for a royalty fee. This is an example of:

Licensing

A beverage brand sponsors the Olympics to benefit from the event’s global prestige. This reflects leveraging:

Cultural or sporting events

A brand audit is BEST described as:

A comprehensive assessment of brand health

Which activity would be part of a brand inventory?

Reviewing current logos, packaging, and messaging

Customer surveys measuring brand associations and awareness are part of:

Brand exploration

The primary goal of providing recommendations after a brand audit is to:

Strengthen future brand equity

Effective survey design requires:

Clear, unbiased questions

A researcher observes how shoppers navigate a grocery store without interacting with them. This method is BEST described as:

Observational research

Which research method is MOST useful for uncovering deep emotional brand associations?

Free associations

Participants describe a brand using images and metaphors to express subconscious thoughts. This method is known as:

Zaltman Metaphor Elicitation Technique (ZMET

Neuromarketing primarily measures:

Brain and physiological responses

A brand described as “exciting,” “rugged,” and “sophisticated” is being evaluated on:

Brand personality

Which research method is MOST appropriate for statistically generalizing results to a large population?

Quantitative research

Comparative brand valuation methods rely primarily on:

Comparing similar brands or transactions

Holistic brand valuation methods focus on:

Overall financial performance and future earnings

A firm estimates brand value by analyzing future cash flows attributable to the brand. This approach is BEST described as:

Holistic

What is brand architecture?

The structure of brands within a company, showing relationships between corporate, family, and individual product brands.

Name the levels of a brand hierarchy.

Corporate brand, family brand, individual brand, modifier/product descriptor.

What is a brand portfolio?

The collection of all brands and sub-brands a company manages.

What are the dimensions of the CBBE framework?

Brand salience, performance, imagery, judgments, feelings, and resonance.

Name the sources of brand equity.

Brand awareness, brand associations, perceived quality, or brand loyalty.