MK 4200 Exam 1

Brand planning uses three interlocking and interacting models. They are:

brand positioning mode, brand resonance model, and brand value chain

Brand elements in the top 25 most popular brand meet most of the six criteria factors for brand elements. Which of these has 3 of the true criteria factors:

memorability, adaptability, and meaningfulness

True or False: In terms of protectability, marketeres should choose brand elements that can be protected both legally and competitvely

true

True or False: Two of the ways in which URLs are taken advantage of by unethical individuals are cyberproofing and spoofing

false

Products can be categorized into five levels namely. They are:

core benefit level, generic product level, expected product level, augmented product level, and potential product level

Strong brand characteristics include:

suspectibility and longevity

True or False: Brand equity provides a common denominator for interpreting marketing strategies and assessing the value of brand

true

True or False: The strategic management process really boils down to one question: How accessible does the firm want to be?

false

True or False: Customer-based brand equity can be defined as the differential effect that brand knowledge has on consumer response to the marketing of the brand

true

Brand awareness includes two main concepts. They are:

brand recognition and brand recall

The three advantages of brand image includes:

strength of brand association, favorability of brand associations, and uniqueness of brand associations

True or False: Brand positioning is the act of designing the company's offer and image so that it occupies a distinct and valued place in target customer's minds

true

The criteria for market segmentation includes:

all above

Business-to-business segmentation bases can be described as:

nature of client, buying condition, and demographic

True or False: Point of parity associations are designed to negate competitors' points of difference. They are not unique to the brand, as they may be shared with other brands

true

To approriately position a brand, marketers should:

all above

True or False: Points of parity can be corrected when correlated by: separating attributes, leveraging the equity of another entity, and redefining the relationship with the client

true

To update positioning over time, we use techniques such as:

laddering and reacting

A good product positioning should:

have a "foot in the present" and a "foot in the future"

True or False: The foundational level in order to achieve brand resonance in brand salience

true

True or False: Brand resonance describes the level of relationship and level of identification that the brand projects and achieves through social media

false

The four categories of brand resonance are:

behavioral loyalty, attitudinal attachment, sense of community, and active engagement

1. The four steps in the brand resonance model are:
1. Ensure identification of the brand with customers and associations with a product class, benefit, or consumer need 2. Establish totality of brand meaning via tangible and intangible brand associations 3. Elicit proper customer responses to the brand 4. Convert brand responses to create brand resonance and active loyalty customer-brand relationships
The four questions that correspond with these steps are

who are you? what are you? what about you? what about you and me?

True or False: Brand salience measures various aspects of the awareness of the brand, such as to what extent is the brand top-of-mind and easily recalled or recognized; what types of cues or reminders are necessary; how pervasive the brand awareness is

true

Attributes and benefits that underline brand performance include these features:

reliability, durability, serviceability, effectiveness, efficiency, empathy

True or False: As far as brand feelings, the type of feelings that are experiential and immediate and increase the level of intensity include - security, social approval, and self-respect

false

True or False: The brand value chain model is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value. Additionally, it assumes the value creation process begins when the firm invests in a marketing program targeting actual or potential customers

true

True or False: When we talk about value stages, the customer mind-set stage includes everything that exists in the minds of customers with respect to a brand, including the following:
· Brand Awareness
· Brand Associations
· Brand Attitudes
· Brand Attachment
· Brand Activity

true

Brand equity can act as a bridge in that

brand can be a reflection of the past by assessing what consumers sensed, learned and experienced, while also looking to the future by using brand equity in order to design future marketing programs

Brand judgement includes the following factors:

brand quality, brand credibility, brand consideration, brand superiority