chapter 1 part 3

Question 1

steps of the Strategic Brand Management Process

Answer 1

1) Identifying and Developing Brand Plans
2) Designing and Implementing Brand Marketing Programs
3) Measuring and Interpreting Brand Performance
4) Growing and Sustaining Brand Equity

Question 2

insurance; real estate

Answer 2

Credence goods

Question 3

Evaluated on the basis of attributes such as sturdiness, size, color, style, design, weight, and ingredient composition by visual inspection.

Answer 3

Search goods (Example - Grocery)

Question 4

Evaluated on the basis of features such as durability, service quality, safety, and ease of handling.

Answer 4

Experience goods (Example - Automobile tires)

Question 5

Provides general guidelines about branding strategy and the brand elements to be applied across all the different products sold by the firm.

Answer 5

Brand Architecture

Question 6

Set of different brands that a particular firm offers for sale to buyers in a particular category.

Answer 6

Brand portfolio

Question 7

Displays the number and nature of common and distinctive brand components across the firm’s set of brands.

Answer 7

Brand hierarchy