Brand Management Chapter 2

What is the key concept of customer-based brand equity?

• Brand awareness

• Brand recognition

• Brand image

• Brand recall

What are the outcomes of strong brands according to the text?

• Decreased loyalty

• Increased marketing communication effectiveness

• Less trade cooperation

• Limited brand extension opportunities

What is the associative network memory model used for?

• To represent brand awareness

• To view memory as a network of nodes and links

• To identify brand positioning

• To measure brand image

What are the components of brand knowledge?

• Brand loyalty and benefits sought

• Brand awareness and brand image

• Brand attributes and benefits

• Brand recognition and brand recall

What is the purpose of brand awareness?

• To decrease consumer purchase motivation

• To reduce marketing communication effectiveness

• To limit consumer purchase ability

• To increase familiarity and awareness of a brand element

What is the nature of competition considered in brand positioning?

• Resources, capabilities, and likely intentions of other firms

• Resources and capabilities of the company

• Consumer behavior and needs

• Market size and accessibility

What are points-of-difference (PODs) in brand positioning?

• Attributes or benefits that are irrelevant to consumers

• Negative attributes or benefits associated with a brand

• Attributes or benefits that consumers strongly associate with a brand

• Attributes or benefits shared with other brands

What is the purpose of straddle positions in brand positioning?

• To straddle two frames of reference with points-of-difference and points-of-parity

• To create differentiation criteria

• To focus on emotional components of a brand

• To establish unique selling propositions

Why should a brand positioning be somewhat aspirational?

• To focus only on rational components

• To have room to grow and improve

• To ignore crucial areas where the brand is potentially disadvantaged

• To limit the growth potential of the brand

What is a brand mantra according to the text?

• A short phrase capturing the essence of the brand positioning

• A long phrase describing the brand positioning

• A detailed description of the brand image

• A list of product benefits