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Site Title: Marketing Management, Second European Edition Summary of Results

Book Title: Marketing Management, Second European Edition
0% Correct of 20 Scored items:
Book Author: Kotler 0 Correct: 0%
Location on Site: Student Resources > Part 4: Building Strong Brands > Chapter 20 Incorrect: 100%
12: Creating and managing brands and brand equity > Concept 2 questions not scored. 20 scored questions.
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Date/Time Submitted: November 30, 2019 at 6:06 PM (UTC/GMT)

1. In branding ________________ matters

Your Answer: Marketing

Correct Answer: everything

2. Strategic brand management is the long-term effect of consciously providing an offering with an identity that is
understood ______________________

Your Answer: (blank)

3. Brands perform two major roles for consumers for consumers which are the functional and ________ roles of brands

Your Answer: (blank)

4. The brand religion model describes the evolution of the role of brands through five stages from the first stage –
product – to the last stage - brand -------------

Your Answer: (blank)

5. The main secondary sources of brand knowledge are detailed below with the EXCEPTION of __________ .

Your Answer: (blank)

6. There are _________ main criteria for choosing brand names.

Your Answer: (blank)

7. What is the added value endowed on products and service, which reflects the way consumers think, feel and act with
respect to the brand, as well as in the prices, market share and profitability the brand commands called?

Your Answer: (blank)

8. Four main name brand building strategies are described below. Which strategy is NOT usually considered to be a main
name branding building strategy?

Your Answer: (blank)

9. There are five measures of brand equity which include differentiation, energy, relevance knowledge and

Your Answer: (blank)

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10. Managing service brands means focusing on four aspects

Your Answer: (blank)

11. A brand is a name, symbol, logo, design or image or any combination of these, which is designed to identify the
market offering.

Your Answer: (blank)

12. In co-branding two or more well-known brands are combined into a joint market offering or marketed together as
separate market offerings.

Your Answer: (blank)

13. The first trait in the top ten traits of the world’s strongest brands is the brands excel at delivering the benefits
customers truly desire

Your Answer: (blank)

14. Brand slogans or tag lines are efficient ways of building brand equity.

Your Answer: (blank)

15. Most new market offerings (products and services) are line extensions.

Your Answer: (blank)

16. A brand line consists of all market offerings – original as well as line and category extensions – marketed under a
common brand identity.

Your Answer: (blank)

17. The brand portfolio is the set of all brands and brand lines a company markets in a particular category or market
segment.

Your Answer: (blank)

18. Brand equity is the added value given to market offerings and brands and plays a major role in enhancing the financial
value of companies.

Your Answer: (blank)

19. Usually the best course of action when faced with the need to revitalise a brand is to understand the underlying
sources of brand equity.

Your Answer: (blank)

20. The key to branding is that consumers perceive differences among brand in a product or service category.
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 Your Answer: (blank)

21. What is a brand? Why do marketers regard branding as being of prime importance?
Your Answer:
(blank)

22. Outline the main advantages and disadvantages of brand extensions.

Your Answer:
(blank)

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