Creating Brand Equity习题及答案详解参考.doc

Chapter 9: Creating Brand Equity GENERAL CONCEPT QUESTIONS Multiple Choice At the heart of a successful brand is ________, backed by creatively designed and executed marketing. price promotion a great product or service a great slogan a brand concept Answer: c Page: 273 Level of difficulty: Easy The strategic branch management process involves four main steps. Which of the following would NOT be among those steps? Measuring consumer brand knowledge. Identifying and establishing brand positioning. Planning and implementing brand marketing. Measuring and interpreting brand performance. Growing and sustaining brand value. Answer: a Page: 274 Level of difficulty: Hard 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.” holistic product concept product concept service concept brand brand image Answer: d Page: 274 Level of difficulty: Medium The earliest signs of branding in Europe were medieval ________ requirement that craftspeople put trademarks on their products to protect themselves and consumers against inferior quality. kings’ churches’ consumers’ governments’ guilds’ Answer: e Page: 274 Level of difficulty: Medium Consumers learn about brands through ________ and product marketing programs. the mass media past experiences with the product the sales force shopping bots independent information sources Answer: b Page: 274 Level of difficulty: Medium The world’s strongest brands share common attributes. Which of the following would NOT be among those common attributes? The brand that spends the most is the most respected and valued. The company monitors sources of brand equity. The pricing strategy is based on consumer perceptions of value. The brand stays relevant. The brand excels at delivering the benefits consumers truly desire. Answer: a Page: 2