Quiz 2: Brand Equity And Brand Value

Contemporary Brand Management

Business
32
Questions
9
True/False
20
Choices
3
Essay
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Questions

Q1
Free

A _______________ brand has high brand equity and high brand loyalty with loyal customers.

Multiple Choice
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A) New
B) Weak
C) Strong
D) Divested
Answer:
C) Strong
Q2
Free

Measuring brand equity deals with the _____________________________________.

Multiple Choice
expand_more
A) Brand management equity
B) The return the company can expect from the brand asset over time
C) Consumer based equity
D) None of the above
Answer:
C) Consumer based equity
Q3
Free

______________________ is when consumers are committed, which is shown through repeat purchases.

Multiple Choice
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A) Brand equity
B) Brand value
C) Brand allegiance
D) Brand loyalty
Answer:
D) Brand loyalty
Q4

A successful branding strategy should make existing customers _________________.

Multiple Choice
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A) More aware
B) Less aware
C) More loyal
D) Less loyal
Answer:

A) You need to subscribe to get the answer.

Q5

________________________ involves customer allegiance, loyalty, affinity, and other emotional ties.

Multiple Choice
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A) Brand loyalty
B) Brand equity
C) Brand value
D) Brand personality
Answer:

A) You need to subscribe to get the answer.

Q6

Which of the following models are used by agencies and businesses to measure brand equity?

Multiple Choice
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A) BAV Model and Vals Models
B) EquiTrend and Mind Base
C) BAV Model and EquiTrend
D) Vals Models and Mind Base
Answer:

A) You need to subscribe to get the answer.

Q7

Usually a relatively small fiercely loyal group of consumers have _____________________.

Multiple Choice
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A) Brand equity
B) Brand value
C) Brand bonding
D) Brand loyalty
Answer:

A) You need to subscribe to get the answer.

Q8

The _______________________ is the amount a brand is worth in terms of future revenues.

Multiple Choice
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A) Brand Equity
B) Brand Loyalty
C) Brand Value
D) Brand Reach
Answer:

A) You need to subscribe to get the answer.

Q9

A _____________________ strategy with smaller market shares does not have enough customers to support a full branding program.

Multiple Choice
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A) Niche
B) Brand loyal
C) Customer lifetime value
D) Market
Answer:

A) You need to subscribe to get the answer.

Q10

_____________________ can be seen as the dollar price one that one would pay to acquire the brand name and logo

Multiple Choice
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A) Brand value
B) Brand loyalty
C) Brand equity
D) Brand promise
Answer:

A) You need to subscribe to get the answer.

Q11

In most product categories, most buyers are _____________ users.

Multiple Choice
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A) Loyal
B) High
C) Average
D) Light
Answer:

A) You need to subscribe to get the answer.

Q12

Using promotional campaigns that create exposure, interest, and attention to a brand is done in what stage of the brand equity pyramid?

Multiple Choice
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A) Consumer perception
B) Consumer bonding
C) Consumer recognition
D) Consumer response
Answer:

A) You need to subscribe to get the answer.

Q13

_________________________ involves more of the emotional attachment to the brand itself.

Multiple Choice
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A) Brand value
B) Brand loyalty
C) Brand equity
D) Brand promise
Answer:

A) You need to subscribe to get the answer.

Q14

A strong brand has ______________________________.

Multiple Choice
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A) An identity
B) Positive image
C) Unique personality
D) All of the above
Answer:

A) You need to subscribe to get the answer.

Q15

A brand with high equity has all of the following EXCEPT:

Multiple Choice
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A) High brand loyalty
B) Favorable attitude
C) Deep relationship with consumers
D) Only the allegiance from its loyal customers
Answer:

A) You need to subscribe to get the answer.

Q16

The brand __________________ is sometimes seen as soft measures since they are based on perception and attitude.

Multiple Choice
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A) Promise
B) Value
C) Equity
D) Identity
Answer:

A) You need to subscribe to get the answer.

Q17

In the brand equity pyramid, the consumer's allegiance is in which step:

Multiple Choice
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A) Consumer perception
B) Consumer bonding
C) Consumer recognition
D) Consumer response
Answer:

A) You need to subscribe to get the answer.

Q18

The assumption of customer-based measurement is that the brand ___________ resides in the consumers' emotional attachment to the brand.

Multiple Choice
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A) Loyalty
B) Value
C) Image
D) Equity
Answer:

A) You need to subscribe to get the answer.

Q19

The __________________ level in the brand equity pyramid is when consumers start feeling more or less familiar with the brand.

Multiple Choice
expand_more
A) Consumer perception
B) Consumer bonding
C) Consumer recognition
D) Consumer response
Answer:

A) You need to subscribe to get the answer.

Q20

Extensive customer relationships programs are useful in raising ________________ among existing customers.

Multiple Choice
expand_more
A) Recognition
B) Loyalty
C) Image
D) Identity
Answer:

A) You need to subscribe to get the answer.

Q21

Strong brands have a high degree of recognition in at least one significant market segment.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q22

Brand value involves more emotional attachment to the brand itself.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q23

When looking at brand value higher discount rates means future sales are more certain.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q24

Strong brands have either depth among consumers, or research into many markets.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q25

A brand with high equity generally has a deep relationship with its customers.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q26

Strong brands have deeper meaning to consumers far beyond simple awareness and knowledge.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q27

A brand can have high loyalty but not have high brand value.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q28

The brand equity model is to move each customer from loyalty to awareness.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q29

A Love mark is a product, service or entity that inspires loyalty beyond reason.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q30

Describe the four stages of the brand equity pyramid.

Essay
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Answer:

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Q31

Describe the difference between brand equity, brand value, brand bonding and brand loyalty.

Essay
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Answer:

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Q32

Describe the difference between brand reach and brand depth.

Essay
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Answer:

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