MKTG 3310 Test 4 Auburn Hanning || All Answers Are Correct 100%.
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Module
MKTG 3310
Institution
MKTG 3310
Brand correct answers a name, term, sign, symbol, ordering,or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors
Marketer's of the 21st century brands must excel at the ___. correct answers strat...
MKTG 3310 Test 4 Auburn Hanning || All Answers Are
Correct 100%.
Brand correct answers a name, term, sign, symbol, ordering,or a combination of them, intended
to identify the goods or services of one seller or group of sellers and to differentiate them from
those of competitors
Marketer's of the 21st century brands must excel at the ___. correct answers strategic brand
management process
Strategic Brand Management correct answers the process that combines the design and
implementation of marketing activities and programs to build, measure, and manage brands to
maximize their value
What are the four steps in strategic brand management correct answers 1. identifying and
establishing (brand positioning)
2. planning and implementing (brand marketing)
3. measuring and interpreting (brand performance)
4. growing and sustaining (brand value)
What does a brands' role for consumers do? correct answers set and fulfill expectations
reduce risk
simplify decision making
take on personal meaning
become part of identity
A brand is a ___ between the firm and the consumer. correct answers promise
What does a brands' role do for a firm? correct answers simplify product handing
organize inventory and accounting
offer legal protection
create brand loyalty
secure competitive advantage
Successful brands are seen as ___. correct answers genuine, real, and authentic in what they sell
and who they are.
Branding correct answers the process of endowing products and services with the power of brand
What all can you brand? correct answers place, organization, person, or idea.
Brand Equity correct answers the added value endowed to products and services with consumers
What are some Marketing Advantages of Strong Brands? correct answers improved perceptions
of product performance
, less vulnerability to competitive marketing actions
higher profit margins
additional brand extension opportunities
Customer-based Brand equity correct answers the differential effect brand knowledge has on
consumer response to the marketing of that brand
Brand promise correct answers the marketer's vision of what the brand must be and do for
consumers
How do we build brand equity? correct answers creating the right brand knowledge structures
with the right consumers
What are the three key brand equity driver? correct answers brand element or identity choices
product and accompanying marketing
leveraging secondary associations
Brand element or identity choices correct answers devices, which can be trademarked, that
identity and differentiate the brand
What are criteria for choosing brand elements that are used for brand building? correct answers
memorable
meaningful
likable
What are criteria for choosing brand elements that are used for leverage and preserve brand
equity? correct answers transferable
adaptable
protectable
Product and accompanying correct answers should be holistic in nature regarding the
development of a strong brand.. this is accomplished through a range go contacts and touch
points
Brand Contact correct answers any information bearing experience (positive or negative) a
customer or protect has with the brand, its product category, or its market
Example of holistic, innovative marketing at work correct answers mini coup, "any more airbags
and it'll float away"
Marketing mix includes what correct answers car, billboards, posters, internet, print, PR, product
placement, and grassroots activities
Leveraging secondary associations correct answers in order to create brand equity by linking the
brand to other information in memory that conveys meaning to consumers
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