part 2

Question 1

financial brand equity

Answer 1

reviews a company’s financial statements and separate those earnings attributable to tangible assets (capital, product, packaging and so on) from the residual that can be ascribed to a brand

Question 2

how to calculate brand equity

Answer 2

Nielsen brand equity is calculated based on
% who claim that it is their favorite brand
% who say they will recommend the brand to somebody else
etc

Question 3

brand revitalization

Answer 3

should be considered when brand is going downhill
when consumers no longer strongly associated with brand
when competition has eroded the brand position

Question 4

brand management

Answer 4

develop own benefits
investment barrier
ex Amazon

Question 5

strategic risk

Answer 5

matches strategic need

Question 6

market risk

Answer 6

definition

Question 7

internal risk

Answer 7

can you develop a new product with your budget

Question 8

IMC (integrated marketing communications)

Answer 8

coordination of all methods to give consumers a consistent and complete message about a brand over time

ie WOM, advertising, direct marketing, public relations, sales promotion, events

Question 9

AIDA model

Answer 9

def

Question 10

encode

Answer 10

design the message using words, terms, signs or symbols

Question 11

social media

Answer 11

use published content
monitor publicity 
analyze social media
interconnect social profiles 
position social presence

Question 12

sales promotion

Answer 12

a direct inducement that offers an extra value or incentive for the product to the sales force etc