Question 1

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps would address the question "Do I know about this brand?"
A) relevance
B) presence
C) performance
D) advantage
E) bonding

Accepted Answer

The step that addresses the question "Do I know about this brand?" is presence, which is defined as the extent to which a brand is familiar to potential customers and the ability of the brand to come to mind easily in a variety of purchasing situations.

Question 2

According to BrandAsset^® Valuator model, esteem and knowledge, the two pillars of brand equity together create brand ________, a "report card" on past performance and a current indicator of current value. A) stature B) parity C) strength D) personality E) architecture

Accepted Answer

The BrandAsset^® Valuator model identifies esteem and knowledge as the two pillars of brand equity. Together, they create brand stature, which is essentially a measure of the brand's past performance and current value. Stature can be thought of as a "report card" for the brand, representing how well it has performed in the eyes of its customers and how much value it currently holds. Therefore, the best choice is A) stature.

Question 3

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps would address or answer the question "Does this brand offer me something?"
A) advantage
B) presence
C) relevance
D) bonding
E) performance

Accepted Answer

The step that addresses the question "Does this brand offer me something?" is relevance. This step involves creating a clear understanding of what the brand offers and how it satisfies consumers' needs and wants.

Question 4

Starbucks uses social-media engagement to respond, listen to and connect with fans, which is important to them because it builds loyalty, which is one aspect of the ________ pillar of the BrandAsset^® Valuator. A) energized differentiation B) esteem C) relevance D) knowledge E) strength

Accepted Answer

The esteem pillar of the BrandAsset^® Valuator relates to how consumers feel about the brand, including their admiration and respect for the brand. Building loyalty through social-media engagement can contribute to a sense of admiration and respect for the brand, making B (esteem) the most appropriate choice. The other pillars do not necessarily relate directly to loyalty-building through social-media engagement.

Question 5

According to BrandAsset^® Valuator model, energized differentiation and relevance, the two pillars of brand equity combine to determine what is called brand ________. A) position B) image C) depth D) knowledge E) strength

Accepted Answer

The two pillars of brand equity, energized differentiation and relevance, combine to determine brand strength, which is a measure of how well a brand is delivering on its promise and meeting its customers' needs.

Question 6

Aromas Inc. introduced a new line of shower gels. To analyze consumer reaction, the company interviewed people who bought them. When Sarah was asked why she had chosen the new shower gel, she said she bought it because a friend recommended it. Sarah is at which level of the BrandDynamics Pyramid?
A) presence
B) bonding
C) relevance
D) performance
E) advantage

Accepted Answer

The answer of Aromas Inc. introduced a new line of...

Question 7

According to the BrandAsset^® Valuator model, which of the components of brand equity measures the breadth of a brand's appeal? A) differentiation B) relevance C) esteem D) knowledge E) value

Accepted Answer

The component of brand equity that measures the breadth of a brand's appeal is relevance. Differentiation measures how unique a brand is, esteem measures how well-regarded a brand is, knowledge measures how well-known a brand is, and value measures the perceived value for money of a brand.

Question 8

According to Young and Rubicam's BrandAsset^® Valuator, a brand's ________ measures how well the brand is regarded and respected. A) differentiation B) energy C) relevance D) esteem E) knowledge

Accepted Answer

Esteem is the component of BrandAsset^® Valuator that measures the level of admiration and respect that consumers have for a brand. It is a key indicator of a brand's overall strength and can influence customer loyalty and purchasing behavior.

Question 9

According to the BrandAsset^® Valuator model, strong new brands show ________. A) higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still B) higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still C) high knowledge - evidence of past performance - a lower level of esteem, and even lower relevance, energy, and differentiation D) high levels on energy, differentiation, relevance, knowledge, and esteem E) low levels on energy, differentiation, relevance, knowledge, and esteem

Accepted Answer

Strong new brands typically show higher levels of differentiation and energy, which help them stand out in the market and attract attention. Esteem and knowledge, which are built over time through consistent performance and customer experience, tend to be lower for new brands.

Question 10

If a consumer who is trying to decide between alternatives believes that a particular brand delivers acceptable product performance and can be shortlisted, she is in the ________ level of the BrandDynamics Pyramid.
A) presence
B) relevance
C) performance
D) advantage
E) bonding

Accepted Answer

The performance level in the BrandDynamics Pyramid is where a consumer believes a particular brand delivers acceptable product performance and can be shortlisted. This level is focused on the functional aspects of the brand's performance and is important for consideration in the decision-making process.

Question 11

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps would address or answer the question "Can this brand deliver?"
A) performance
B) bonding
C) advantage
D) relevance
E) presence

Accepted Answer

The step that addresses or answers the question "Can this brand deliver?" is performance, which focuses on the brand's ability to deliver on its promises and meet customer expectations.

Question 12

According to BrandAsset^® Valuator model, leadership brands show ________. A) high levels of energy, differentiation, relevance, knowledge, and esteem B) higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still C) higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still D) low levels on energy, differentiation, relevance, knowledge, and esteem E) high knowledge - evidence of past performance - a lower level of esteem, and even lower relevance, energy, and differentiation

Accepted Answer

According to the BrandAsset^® Valuator model, leadership brands show high levels of energy, differentiation, relevance, knowledge, and esteem.

Question 13

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps convey the message "Nothing else beats this brand"?
A) bonding
B) relevance
C) advantage
D) performance
E) presence

Accepted Answer

Bonding is the final step in the BRANDZ model of brand strength, where consumers develop a deep, often emotional connection with the brand, feeling that no other brand can provide the same level of satisfaction or meet their needs as effectively. This stage reflects the highest level of loyalty and commitment, encapsulated by the sentiment "Nothing else beats this brand."

Question 14

________, which combines the BrandAsset^® Valuator dimensions of energized differentiation and relevance, is a leading indicator that predicts future growth and value. A) Brand stature B) A brand's power grid C) Brand presence D) Brand bonding E) Brand strength

Accepted Answer

Brand strength combines the dimensions of energized differentiation and relevance, acting as a leading indicator that predicts future growth and value. This concept is part of the BrandAsset Valuator model, which assesses the power and value of a brand through various dimensions.

Question 15

Which of the following levels of the BrandDynamics Pyramid pertains to consumer's needs?
A) advantage
B) relevance
C) bonding
D) performance
E) presence

Accepted Answer

The relevance level of the BrandDynamics Pyramid pertains to consumer's needs. This level is about how well a brand meets the specific needs of the consumer and how relevant it is to their lives. It focuses on identifying the consumers' needs and how the brand can fulfill them.

Question 16

Brand salience ________.
A) is customers' emotional responses and reactions with respect to the brand
B) is how often and how easily customers think of the brand under various purchase or consumption situations
C) is how well the product or service meets customers' functional needs
D) describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs
E) describes the relationship customers have with the brand and the extent to which they feel they're "in sync" with it

Accepted Answer

Brand salience refers to the degree to which a particular brand is thought about or noticed when a customer is in a buying situation. It is often measured by how quickly customers recall the brand when prompted by a product category or situation. It is not related to emotional responses, functional needs, extrinsic properties, or customer-brand relationships.

Question 17

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps would address or answer the question "Does this brand offer something better than the others?"
A) performance
B) presence
C) advantage
D) bonding
E) relevance

Accepted Answer

The step that addresses the question "Does this brand offer something better than the others?" is advantage. This step evaluates whether the brand has a unique selling proposition or competitive advantage over other brands in the same category.

Question 18

According to BrandAsset^® Valuator model, declining brands show ________. A) higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still B) high relevance - appropriateness of brand's appeal - a lower level of energy and differentiation, and even lower knowledge C) high levels on energy, differentiation, relevance, knowledge, and esteem D) higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still E) high knowledge - evidence of past performance - a lower level of esteem, and even lower relevance, energy, and differentiation

Accepted Answer

Declining brands typically show high knowledge, indicating awareness of the brand's past performance, but lower levels of esteem, relevance, energy, and differentiation. This pattern suggests that while many people are aware of the brand, it is losing its appeal, distinctiveness, and vitality in the market.

Question 19

High levels of brand ________, or the extent to which consumers feel they are "in sync" with the Fox News brand and engagement in Fox News programs, often leads to greater recall of the ads Fox News runs.
A) salience
B) feelings
C) judgments
D) resonance
E) imagery

Accepted Answer

Resonance refers to the extent to which consumers feel connected and in sync with a brand. This can lead to a stronger emotional bond with the brand and better recall of its ads.

Question 20

A consumer who expresses rational and emotional attachments to a brand to the exclusion of most other brands has reached the ________ level in the BrandDynamics Pyramid.
A) advantage
B) relevance
C) presence
D) performance
E) bonding

Accepted Answer

At the bonding level, a consumer has developed a strong emotional attachment to a brand, leading to exclusivity and loyalty towards the brand. This level is the highest in the BrandDynamics Pyramid.

Quiz 11: Creating Brand Equity

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps would address the question "Do I know about this brand?"

According to BrandAsset® Valuator model, esteem and knowledge, the two pillars of brand equity together create brand ________, a "report card" on past performance and a current indicator of current value.

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps would address or answer the question "Does this brand offer me something?"

Starbucks uses social-media engagement to respond, listen to and connect with fans, which is important to them because it builds loyalty, which is one aspect of the ________ pillar of the BrandAsset® Valuator.

According to BrandAsset® Valuator model, energized differentiation and relevance, the two pillars of brand equity combine to determine what is called brand ________.

Aromas Inc. introduced a new line of shower gels. To analyze consumer reaction, the company interviewed people who bought them. When Sarah was asked why she had chosen the new shower gel, she said she bought it because a friend recommended it. Sarah is at which level of the BrandDynamics Pyramid?

According to the BrandAsset® Valuator model, which of the components of brand equity measures the breadth of a brand's appeal?

According to Young and Rubicam's BrandAsset® Valuator, a brand's ________ measures how well the brand is regarded and respected.

According to the BrandAsset® Valuator model, strong new brands show ________.

If a consumer who is trying to decide between alternatives believes that a particular brand delivers acceptable product performance and can be shortlisted, she is in the ________ level of the BrandDynamics Pyramid.

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps would address or answer the question "Can this brand deliver?"

According to BrandAsset® Valuator model, leadership brands show ________.

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps convey the message "Nothing else beats this brand"?

________, which combines the BrandAsset® Valuator dimensions of energized differentiation and relevance, is a leading indicator that predicts future growth and value.

Which of the following levels of the BrandDynamics Pyramid pertains to consumer's needs?

Brand salience ________.

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps would address or answer the question "Does this brand offer something better than the others?"

According to BrandAsset® Valuator model, declining brands show ________.

High levels of brand ________, or the extent to which consumers feel they are "in sync" with the Fox News brand and engagement in Fox News programs, often leads to greater recall of the ads Fox News runs.

A consumer who expresses rational and emotional attachments to a brand to the exclusion of most other brands has reached the ________ level in the BrandDynamics Pyramid.

According to BrandAsset^® Valuator model, esteem and knowledge, the two pillars of brand equity together create brand ________, a "report card" on past performance and a current indicator of current value.

Starbucks uses social-media engagement to respond, listen to and connect with fans, which is important to them because it builds loyalty, which is one aspect of the ________ pillar of the BrandAsset^® Valuator.

According to BrandAsset^® Valuator model, energized differentiation and relevance, the two pillars of brand equity combine to determine what is called brand ________.

According to the BrandAsset^® Valuator model, which of the components of brand equity measures the breadth of a brand's appeal?

According to Young and Rubicam's BrandAsset^® Valuator, a brand's ________ measures how well the brand is regarded and respected.

According to the BrandAsset^® Valuator model, strong new brands show ________.

According to BrandAsset^® Valuator model, leadership brands show ________.

________, which combines the BrandAsset^® Valuator dimensions of energized differentiation and relevance, is a leading indicator that predicts future growth and value.

According to BrandAsset^® Valuator model, declining brands show ________.