Brand Magt Chap 4

________ are those trademarkable devices that serve to identify and differentiate the brand.

• Brand elements

• Brand value

• Brand perception

• Brand image

From a marketing management perspective, there are three main sets of brand equity drivers. Which of these drivers was most applicable when McDonald’s decided to use the “golden arches” and Ronald McDonald as symbols of their brand?

• The product and all accompanying marketing activities and supporting marketing programs

• The service and all accompanying marketing activities and programs

• The initial choices for the brand elements or identities making up the brand

• Associations indirectly transferred to the brand by linking it to some other entity

Six brand elements assist in brand building. Which of the following would NOT be among those preferred brand elements?

• Adaptable

• Protectible

• Memorable

• Subliminal nature

If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ________.

• Memorable

• Meaningful

• Likeable

• Transferable

Brand names are not the only important brand element. Often, ________, the more important it is that brand elements capture the brand’s intangible characteristics.

• the less concrete brand benefits are

• the more concrete brand benefits are

• the more varied brand perceptions are

• the less varied brand perceptions are

With respect to powerful brand elements, a ________ is an extremely efficient means to build brand equity. The element can function as useful “hooks” or “handles” to help consumers grasp what the brand is and what makes it special.

• Spokesperson

• product shape

• slogan

• patent

A few good illustrations of power brand elements are Nike’s “swoosh” logo, the empowering “Just Do It” slogan, and the mythological “Nike” name based on the winged goddess of victory.

• TRUE

• FLASE

One of the selection criteria for creating a successful brand element is that it should be protectible.

• TRUE

• FALSE

If a brand element has the characteristic of being memorable, the brand is credible and suggestive of its corresponding category.

• TRUE

• FALSE

Although initially an online book seller, Amazon.com chose not to call itself “Books ‘R’ Us,” enabling it eventually to sell a wide range of products. This naming decision makes the brand element more ________.

• Memorable

• Meaningful

• Likable

• Transferable