Kotler TOP 10 Learning Questions for Ch 9 Brand Equity
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Transcript of Kotler TOP 10 Learning Questions for Ch 9 Brand Equity
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TOP 10 Learning Questions for
Ch 9 – Creating Brand Equity
Maureen LeeSeptember 2011
Prepared for the V55 Marketing Management Class of Prof. Remigio Joseph De Ungria
1st Term SY 2011-12
http://maureentlee.blogspot.com/
1. Which among the following statements is not true about brand loyalty?A. Provides predictability and security of
demand.B. Creates barriers to entry making it difficult
for other firms to enter the market.C. Translates into customer willingness to pay
a standard price.D. Competitors cannot easily match lasting
impressions.E. All statements are true.
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Brand Loyalty
Provides predictability and security of demand
Creates barriers to entry making it difficult for other firms to enter the market.
Translates into customer willingness to pay a higher price – often 20-25% more to competing brands.
Competitors cannot easily match lasting impressions.
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1. Which among the following statements is not true about brand loyalty?A. Provides predictability and security of
demand.B. Creates barriers to entry making it difficult
for other firms to enter the market.C. Translates into customer willingness to pay
a standard price.D. Competitors cannot easily match lasting
impressions.E. All statements are true.
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2. The following statements are advantages of strong brands, except:A. Less vulnerability to competitive
marketing actionsB. More vulnerability to competitive
marketing crisesC. Elastic consumer response to price
increasesD. Possible licensing opportunitiesE. All statements are true.
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Marketing Advantages of Strong Brands
Improved perception of product performance Greater loyalty Less vulnerability to competitive marketing
actions Less vulnerability to marketing crises Larger margins More inelastic consumer response to price
increases More elastic consumer response to price
decreases 6
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Marketing Advantages of Strong Brands
Greater trade cooperation and support Increased marketing communication
effectiveness Possible licensing opportunities Additional brand extension opportunities
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2. The following statements are advantages of strong brands, except:A. Less vulnerability to competitive
marketing actionsB. More vulnerability to competitive
marketing crisesC. Elastic consumer response to price
increasesD. Possible licensing opportunitiesE. All statements are true.
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a.Elastic consumer response to price increases
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3. Which among the brand asset valuators would determine the “Energized Brand Strength”?
A. Differentiation, Energy, Knowledge
B. Energy, Relevance, EsteemC. Differentiation, Energy, EsteemD. Energy, Esteem, KnowledgeE. Differentiation, Energy,
Relevance
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5 Components of Brand Asset Valuators
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Differentiation“Unique”
Energy“Momentum”
Relevance“Appeal”
Esteem“Respect”
Knowledge
“Familiarity”
Energized Brand Strength
Brand StatureReport card on past performance
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3. Which among the brand asset valuators would determine the “Energized Brand Strength”?
A. Differentiation, Energy, Knowledge
B. Energy, Relevance, EsteemC. Differentiation, Energy, EsteemD. Energy, Esteem, KnowledgeE. Differentiation, Energy,
Relevance
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4. Which among the following is the foundation or the bottom part of the Brand Resonance Pyramid?
A. How well the product or services meets customer’s functional needs
B. Focus on customers’ own personal opinions and evaluations
C. Customers’ emotional responses and reactions with respect to the brand
D. How often and easily customers think of the brand under various purchase or consumption situation
E. The nature of the relationship the customers have with the brand and the extent to which they feel “in sync” with it.
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Brand Resonance Model
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Image taken from - http://www.value-chain.org/brand-equity-pyramid/
Branding Objective
Deep, broad brand awareness
Points of parity & difference
Positive, accessible reactions
Intense, active loyalty
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Brand Resonance Model
Brand Salience – how often and how easily customers think of the brand under various purchase or consumption situation
Brand Performance – how well the product or service meets customers’ functional needs
Brand Imagery – describes the extrinsic properties of the product or service, including ways in which the brand attempts to meet customers’ psychological or social needs
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Brand Resonance Model
Brand Judgments – focus on customers’own personal opinions and evaluations
Brand Feelings – customers’ own personal opinions and evaluations
Brand Resonance – refers to the nature of the relationship customers have with the brand and the extent to which they feel they’re “in sync” with it.
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4. Which among the following is the foundation or the bottom part of the Brand Resonance Pyramid?
A. How well the product or services meets customer’s functional needs
B. Focus on customers’ own personal opinions and evaluations
C. Customers’ emotional responses and reactions with respect to the brand
D. How often and easily customers think of the brand under various purchase or consumption situation (Salience)
E. The nature of the relationship the customers have with the brand and the extent to which they feel “in sync” with it. 16
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5. Which among the brand element choice criteria deal with how to leverage and preserve the equity in a brand element?
A. Memorable, Transferable and AdaptableB. Transferable, Adaptable and ProtectibleC. Memorable, Meaningful and LikableD. Transferable, Protectible and LikableE. Memorable, Adaptable and Protectible
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Brand Element Choice Criteria
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memorable
meaningful
likable
transferable
adaptable
protectible
“Brand Building” “Defensive - Leverage”
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Brand Element Choice Criteria“Brand Building”
Memorable – how easily is the brand element recalled and recognized
Meaningful – credible and suggestive of the corresponding category
Likable – aesthetically appealing and likable visually or verbally
Transferable – brand element can be used to introduce new products in the same or different category
Adaptable – adaptable and updatable
Protectible – legally and competitively protectible
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Brand Element Choice Criteria“Defensive” - Leverage
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5. Which among the brand element choice criteria deal with how to leverage and preserve the equity in a brand element?
A. Memorable, Transferable and AdaptableB. Transferable, Adaptable and ProtectibleC. Memorable, Meaningful and LikableD. Transferable, Protectible and LikableE. Memorable, Adaptable and Protectible
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6. On intellectual property rights, which of the following pair of words would not apply?
A. Brand Names – Registered TrademarksB. Processes – PatentsC. Packaging – CopyrightsD. Packaging - Proprietary DesignsE. None of the above, all are applicable
to intellectual property rights
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Brand name can be protected through registered trademarks
Manufacturing processes can be protected through patents
Packaging can be protected through copyrights and proprietary Designs
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Intellectual Property Rights
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6. On intellectual property rights, which of the following pair of words would not apply?
A. Brand Names – Registered TrademarksB. Processes – PatentsC. Packaging – CopyrightsD. Packaging - Proprietary DesignsE. None of the above, all are applicable
to intellectual property rights
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7. Which among the following sequence would depict the BrandDynamics pyramid from bottom to top?
A. Presence, Performance, Relevance, Advantage, Bonding
B. Presence, Relevance, Advantage, Performance, Bonding
C. Presence, Advantage, Relevance, Performance, Bonding
D. Presence, Relevance, Performance, Advantage, Bonding
E. Presence, Performance, Advantage, Relevance, Bonding
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BrandDynamicsTM Pyramid
PRESENCEDo we know about it?
RELEVANCEOffers something – need / want
PERFORMANCECan it deliver?
ADVANTAGEoffers something better
BONDINGNothing else beats it
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7. Which among the following sequence would depict the brand dynamics pyramid from bottom to top?
A. Presence, Performance, Relevance, Advantage, Bonding
B. Presence, Relevance, Advantage, Performance, Bonding
C. Presence, Advantage, Relevance, Performance, Bonding
D. Presence, Relevance, Performance, Advantage, Bonding
E. Presence, Performance, Advantage, Relevance, Bonding
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8. Hershey Kisses chocolate, Adobe Acrobat software, Toyota Camry automobiles are called:
A. Brand MixB. Brand VariantsC. Brand DilutionD. Brand ExtensionE. Brand Association
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Definition
Brand Mix – set of all brand lines that a particular seller makes available to the buyer
Brand Variants – specific brand lines supplied to specific retailers or distribution channels
Brand Dilution – consumers no longer associate brand with a specific product or highly similar products and start thinking less of the brand
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Definition
Brand Extension – when a firm uses an established brand to introduce new product
Brand Association – secondary ideas linking the brand to sources like company itself, countries or other geographical regions, to channels of distribution, to other brands, characters, spokespeople, sporting or cultural events, or some third party sources.
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8. Hershey Kisses chocolate, Adobe Acrobat software, Toyota Camry automobiles are called:
A. Brand MixB. Brand VariantsC. Brand DilutionD. Brand ExtensionE. Brand Association
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9. The common roles of brands as part of a portfolio includes the following, except:
A. FlankersB. Cash CowsC. Low-end Entry LevelD. Mid-class StandardE. High-end Prestige
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Brand Portfolio
Flankers – fighter brands positioned with respect to competitors’ brands so that more important flagship brands can retain their desired position
Cash Cows – brands kept around despite dwindling sales because they still manage to hold on to enough customers and maintain their profitability with virtually no marketing support.
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Brand Portfolio
Low-end Entry Level – relatively low-priced brand in the portfolio to attract customers to the brand franchise.
High-end Prestige – add prestige and credibility to the entire portfolio.
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9. The common roles of brands as part of a portfolio includes the following, except:
A. FlankersB. Cash CowsC. Low-end Entry LevelD. Mid-class StandardE. High-end Prestige
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10. Brand revitalization is necessary in the following situations, except:
A. Changes in consumer tastes and preferences
B. Emergence of new competitors or new technology
C. New development in the marketing environment
D. Negative brand associations linked to competitors
E. Positive associations losing strength or uniqueness
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Brand Revitalization
Brand revitalization is necessary to keep up with the following market situations: Changes in consumer tastes and preferences Emergence of new competitors or new
technology New development in the marketing environment Negative associations linked to brand Positive associations losing strength or
uniqueness
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10. Brand revitalization is necessary in the following situations, except:
A. Changes in consumer tastes and preferences
B. Emergence of new competitors or new technology
C. New development in the marketing environment
D. Negative brand associations linked to competitors
E. Positive associations losing strength or uniqueness
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TOP 10 Learning Questions for
Ch 9 – Creating Brand Equity
Maureen LeeSeptember 2011
Prepared for the V55 Marketing Management Class of Prof. Remigio Joseph De Ungria
1st Term SY 2011-12