Chapter 7

Question 1

What makes a brand?

Answer 1

Brand name, URLs, logos and symbols, Characters, Slogans, Jingles/sounds

Question 2

Defined as “a set of assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or that firm’s customers.”

Answer 2

Brand Equity

Question 3

When a sport organization is able to achieve a strong image in the consumer’s mind, it realizes ______?

Answer 3

Brand Equity

Question 4

What are benefits of brand equity?

Answer 4

Less drastic revenue declines when the team loses
Ability to charge premium price
More corporate interest

Question 5

What are the 4 steps of building brand equity?

Answer 5

1. Identity
2. Meaning
3. Response
4. Relationships

Question 6

Keller’s Brand Equity Model

Answer 6

Customer-Based Brand Equity Model (CBBE)

Question 7

refers to how the brand is perceived by your customers. (brand identity)

Answer 7

Brand salience or awareness

Question 8

how well the product satisfies the needs of your customers.

Answer 8

Performance

Question 9

your brand’s social currency

Answer 9

Imagery

Question 10

What do people associate with your brand? How is perceived by customer, how does it make them feel?

Answer 10

Judgements and Feelings

Question 11

how a customer identifies themselves with the brand. This is a strong lasting relationship your brand hopes to build with customers. (they become your brand’s advocates).

Answer 11

Brand Resonance