What is the primary goal of creating brand equity according to the lecture?

• To reduce the marketing costs for a brand

• To ensure that consumers have the 'right' brand knowledge

• To increase the price of the products

• To focus solely on product-related attributes

Brand awareness in the context of CBBE includes which of the following elements?

• Brand recognition and brand loyalty

• Brand recall and brand recognition

• Brand personality and brand image

• Brand performance and brand resonance

According to the lecture, brand image can be influenced by:

• Product-related attributes only

• Non-product-related attributes only

• Both product-related and non-product-related attributes

• Neither product-related nor non-product-related attributes

Which of the following best describes brand resonance according to the Week 4 lecture?

• The ability of a brand to be recognized among other brands

• The functional benefits provided by the brand

• The deep, psychological bond a consumer has with a brand

• The initial step in building brand equity

The lecture suggests that brand knowledge is created through:

• Brand recognition and brand recall only

• Brand recognition, brand recall, and brand image

• Brand awareness and brand image

• Brand performance and brand imagery

Non-product-related attributes that can affect a brand's image include all the following EXCEPT:

• Price

• Service efficiency

• User imagery

• History, heritage, and experiences

The lecture notes that a strong brand positioning statement should include which of the following elements?

• Brand name and logo only

• Target market, point of difference, and brand personality

• Competitive framework and marketing mix only

• Price and distribution channels

In the context of CBBE, "brand judgments" refer to:

• The consumer's personal opinions about the brand's social status

• The consumer's evaluation of the brand based on its perceived quality, credibility, and consideration

• A legal assessment of the brand's copyright and trademarks

• The comparison between a brand and its competitors based solely on price

CBBE stresses the importance of brand knowledge stemming from:

• Advertising frequency alone.

• Product functionality only.

• Consumers’ cumulative experiences.

• Brand logo visibility.

Brand salience is crucial for:

• Ensuring premium pricing.

• Achieving top-of-mind awareness.

• Securing supplier relationships.

• Designing the product packaging.