Mgmt

Marketing Management, 14e (Kotler/Keller)

Chapter 9 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

Answer: B

Page Ref: 241

Objective: 1

AACSB: Analytic skills

Difficulty: Easy

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

Answer: D

Page Ref: 241

Objective: 1

AACSB: Analytic skills

Difficulty: Easy

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

Answer: C

Page Ref: 243

Objective: 1

Difficulty: Easy

4) Brand ________ is the added value endowed to products and services.

A) loyalty

B) equity

C) preference

D) identity

E) licensing

Answer: B

Page Ref: 243

Objective: 2

Difficulty: Easy

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

Answer: B

Page Ref: 244

Objective: 2

AACSB: Analytic skills

Difficulty: Easy

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...