Chapter 5

Question 1

The set of associates that allows a brand to earn more and have a sustainable advantage is known as:

Answer 1

Brand equity

Question 2

The ability for consumers to remember seeing or hearing about a brand is called:

Answer 2

Brand recognition

Question 3

Being able to remember information about a product or brand is called:

Answer 3

Brand recall

Question 4

What are the 4 stages of brand development?

Answer 4

1) Awareness
2) Familiarity
3) Positive imagery
4) Completed transaction

Question 5

A specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand is called a:

Answer 5

Brand community

Question 6

What are the 4 steps for developing video marketing programs?

Answer 6

1) Publish
2) Optimize
3) Promote
4) Analyze

Question 7

What are the 3 stages in the buying process for video marketing?

Answer 7

1) Awareness stage (viral videos are shared and liked)
2) Consideration stage (demonstration videos convey knowledge about product)
3) Close stage (case studies/press releases that use embedded videos)