Final Exam

Question 1

Brand Awareness

Answer 1

function of recognition and
recall

Question 2

Advantages of Brand Awareness

Answer 2

Learn Advantages, Consideration Advantages, Choice Advantages

Question 3

Establishing Brand Awareness

Answer 3

Brand Elements; a brand name, symbol, logo, character, packaging, or slogan – including advertising and promotion, sponsorship and event marketing, publicity, and public relations (PR), and outdoor advertising

Question 4

Brand Image

Answer 4

reflects the associations consumers hold
for the brand in memory

Question 5

Strength of Brand Associations

Answer 5

Personal Relevance, Consistency over time

Question 6

Favorability of Brand Associations

Answer 6

Marketers create favorable brand associations
by convincing consumers that the brand
possesses relevant attributes/benefits and satisfies needs and wants

Question 7

Uniqueness of Brand Associations

Answer 7

brand has a sustainable competitive
advantage or “Unique Selling Proposition” that gives consumers a compelling reason why they should buy

Question 8

Brand Building Blocks

Answer 8

1) brand salience,
2) brand performance,
3) brand imagery,
4) brand judgments,
5) brand feelings,
6) brand resonance

Question 9

Brand Salience

Answer 9

aspects of awareness of the brand

Question 10

Brand Performance

Answer 10

This relates to ways in which product / service meets customers’ needs

Question 11

Brand Benefits

Answer 11

personal value and meaning that consumers
attach to the product or service attributes

Question 12

Brand Judgements

Answer 12

The customers’ personal opinions and evaluations with regard to the brand

Question 13

Brand Feelings

Answer 13

The customers’ emotional responses and reactions with respect to the brand

Question 14

Brand Resonance

Answer 14

The ultimate relationship &
level of identification that the
customer has with the brand

Question 15

Customer Relationship Management

Answer 15

Uses a company’s data systems and
applications to track consumer activity and
manage customer interactions with the
company.

Question 16

Customer-Based Brand Equity (CBBE)

Answer 16

when the consumer has a high level of awareness and familiarity with the brand and holds some strong, favourable, and unique brand associations

Question 17

Brand Knowledge

Answer 17

brand awareness and brand image

Question 18

Increasing Brand Awareness

Answer 18

increasing exposure to brand and links brands to product category, consumption, and usage situations.

Question 19

Attributes

Answer 19

descriptive features of a brand

Question 20

Attitudes

Answer 20

of brand associations, reflect consumers’ overall evaluations of a brand

Question 21

CBBE Model

Answer 21

1) establishing the proper brand identity,
2) creating the appropriate brand meaning,
3) eliciting the right brand responses, and
4) forging appropriate brand relationships with
customers.

Question 22

Brand Knowledge

Answer 22

A result of consumers’ knowledge about the brand

Question 23

Marketing Advantages of Strong Brands

Answer 23

 Improved perceptions of product performance
 Greater loyalty
 Less vulnerability to competitive marketing actions

Question 24

associative network memory model

Answer 24

views memory as consisting of a
network of nodes and connecting links, in which
nodes represent stored information or concepts

Question 25

Stakeholders

Answer 25

a member of "groups without whose support the organization would cease to exist"

Question 26

Brand Node

Answer 26

trace in memory, which we can measure as the consumer’s ability to identify the brand under different conditions

Question 27

Brand Awareness consists of:

Answer 27

Brand recognition and brand recall

Question 28

Brand Recall

Answer 28

consumers’ ability to retrieve the brand from memory when given the product category

Question 29

Learn Advantages

Answer 29

Register the brand in the minds of consumers

Question 30

Consideration Advantages

Answer 30

Likelihood that the brand will be a member of the consideration set, the handful of brands that receive serious consideration for purchase

Question 31

Choice Advantages

Answer 31

Affect choices among brands in the consideration set (Consumer purchase motivation, Consumer purchase ability)

Question 32

Elaboration-Likelihood Model

Answer 32

theory of how persuasion occurs due to promotion communication. It proposes that the method of persuasion depends on the consumer's level of involvement with the product and the message

Question 33

Central route to persuasion

Answer 33

When consumers are considering an expensive or complicated product purchase, they have a higher level of involvement with the product or the message which leads to higher understanding

Question 34

Peripheral route to persuasion

Answer 34

Consumers with little or no reason to pay attention to or comprehend the central information are less likely to pay attention to direct expression of a central route communication, but they will be more likely to stop and absorb some peripheral aspects of the promotion

Question 35

Consumer purchase motivation

Answer 35

products and brands may be critically important to marketers, choosing a brand in many categories is not a life-or-death decision for most consumers.

Question 36

Consumer purchase ability

Answer 36

Consumers in some product categories just do not have the necessary knowledge or experience to judge product quality even if they so desired (high-tech)

Question 37

Brand Desirability

Answer 37

relevant, distinctive, believable consumers find brand association

Question 38

Unique Selling Point

Answer 38

The unique product benefit that a firm aggressively promotes in a consistent manner to its target market

Question 39

Depth of Brand Awareness

Answer 39

Ease of recognition and recall, Strength and clarity of category membership

Question 40

Breadth of brand awareness

Answer 40

Purchase consideration, Consumption consideration

Question 41

product category structure

Answer 41

how product categories are organized in memory

Question 42

Product Hierarchy

Answer 42

1. Product Class Information 2. Product Category Information 3. Product Type Information 4. Brand Information