Brand Equity Quiz

What is the main strategy discussed to build a strong, positive brand equity?

• Using only one proven strategy

• Mixing and matching various marketing communication options

• Relying solely on advertising

• Ignoring new media environments

Which of the following is NOT a stage in the Information Processing Model of Communication?

• Exposure

• Yielding

• Retention

• Comprehension

What is the process by which a brand can leverage secondary associations?

• Reducing cognitive consistency

• Ignoring existing brand knowledge

• Linking the brand to another entity

• Creating new brand associations

Which of the following is NOT one of the 8 main ways of leveraging secondary associations?

• Events (through sponsorship)

• Characters (through licensing)

• Products (through manufacturing)

• Channels of Distribution (through channel strategy)

What is ingredient branding primarily focused on?

• Endorsing celebrities for marketing purposes

• Licensing company names for use on various products

• Creating brand equity for materials within other branded products

• Promoting unrelated brands together

What is the main risk associated with corporate trademark licensing?

• Reduced legal protection for trademarks

• Inability to generate extra revenue

• Overexposure of the trademark

• Decreased brand exposure

What is the rationale behind celebrity endorsement for brands?

• To limit brand associations

• To draw attention to a brand

• To decrease brand perceptions

• To reduce brand visibility

How can retail stores indirectly affect brand equity?

• By lowering quality of service

• By reducing product assortment

• By increasing pricing

• Through an 'image transfer' process

What is the main purpose of co-branding?

• To link the brand to various third party sources

• To license company names for use on various products

• To combine existing brands into a joint product

• To create brand equity for materials within other branded products

How can leveraging on secondary brand associations affect evaluations of a new product?

• By ignoring existing brand knowledge

• By increasing consumer motivation

• By decreasing consumer ability to judge product-related concerns

• When consumers lack motivation or ability to judge product-related concerns