ch.9

Question 1

strategic brand management process?

Answer 1

1-identifing and developing marketing plans
2- designing and implementing marketing programs
3- measure brand performance
4- sustain brand equity

Question 2

why do Marketing Accountability
Initiative highlights that, Many digital
companies such as LinkedIn, Uber, Tumblr,
and Airbnb are worth billions of dollars?

Answer 2

due to strong customer relationships applied with intangible services

Question 3

new accountability?

Answer 3

every dollar spent must be both effective and efficient in terms of return on marketing investment

Question 4

what is the new accountability formula?

Answer 4

incremental revenue attributes divided by marketing investments.

Question 5

brand audit consists of?

Answer 5

1- brand inventory
2- brand exploratory

Question 6

what is marketing analytics dash boards?

Answer 6

key tools for tracking brand’s metrics and provides ways for managers to evaluate the effectiveness of their marketing expenditures

Question 7

what is a brand audit?

Answer 7

1-comprehensive, consumer focused examination about the brand’s health, discovering it’s source of equity and suggests ways to improve leverage equity
2- provides in-depth information and insights essential for long term strategic direction

Question 8

what is marketing audit?-

Answer 8

independent examination about the marketing environment, objectives, goals and strategies to make sure marketing is effective and efficient

Question 9

marketing audit consists of?

Answer 9

1- data collection
2- agreement on objectives and approch
3- reports

Question 10

why brand inventory is the first step in brand audit?

Answer 10

1- suggests what current consumer’s perceptions are
2- provides useful information for interpreting follow up research
3- provides useful analysis and insights to make the brand equity stronger

Question 11

what is the purpose of brand inventory?

Answer 11

provide current, comprehensive profile on how all products and services are marketed

Question 12

what is the useful insights provieded by digital brand inventory?

Answer 12

1- overlaping brand assets
2- particular social and digital channels where the brand does not have presence
3- outdated brand accounts that have fallen in disuse

Question 13

what are the steps in brand exploratory?

Answer 13

1-study prior research
2- interview internal personal
3- conduct additional research

Question 14

what is brand exploratory?

Answer 14

1-provide detailed information about what the consumers think of the brand (think, feel, act towards the brand)
2- helps identify the brand equity
3- uncover the current knowledge structure for the core brand and it’s association
4- determing the desired brand awareness, image, POD and POP

Question 15

what are the criteria to judge qualitative research techniques?

Answer 15

1- direction
2- depth
3- diversity

Question 16

brand exploratory mental map consists of?

Answer 16

1- trustworthy
2- innovative
3- trendy
4- excellent quality
5- technology
6- relaible

Question 17

what is core brand association?

Answer 17

attributes and benefits that characterizes the most important abstracts of the brand

Question 18

what is digital marketing review?

Answer 18

generates useful insights of the brand’s online presence

Question 19

what are the benefits of the brand exploratory and digital marketing review?

Answer 19

1- highlights wether a brand digital efforts are recieved in online channels
2- helps unlock important customer level insights which is important for brand image and personality
3- acts as health check of a brand’s digital and social media strategy

Question 20

what does moving from the current brand image to the deired brand image means?

Answer 20

1- adding new associations
2- strengthIng existing ones and weaking the existing ones

Question 21

What are John Roberts key considerations of the brand positioning? and why are they important?

Answer 21

1- customer current believe
2- customer value
3- firm current saying
4- firm like to take the brand
since they suggests and reflect different approches

Question 22

what is brand tracking studies?

Answer 22

provides information for short term tactical decisions

Question 23

how can brand tracking studies help marketers?

Answer 23

1- category dynamics
2- consumer behavior
3- market effectiveness and efficiency

Question 24

what is brand equity measurement system?

Answer 24

1- research procedures designed to provide marketers with accurate, timely information about brands
2- improve the understanding of the brand equity

Question 25

how to establish BEMS?

Answer 25

1-brand charter
2- brand equity report
3- brand equity responsibilities

Question 26

what is a brand charter?

Answer 26

1- defines the firm’s view of the brand equity
2- describes the scope of key brands
3- specifey actual and desired brand equity
4- explain how brand equity is measured
5- suggest ways of how brand equity is measured
6- specifey the proper treatment for the brand in terms of trade mark usage, packing and communication

Question 27

brand equity report consists of?

Answer 27

1- what is happeing to the brand
2- why is it happening

Question 28

what are the aspects of brand equity responsabilties?

Answer 28

1- brand needs
2- overseeing brand equity
3- organizational design and structure
4- managing marketing partners