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Brand Building Exam 1 With Complete Solutions 100% Correct
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Brand Building Exam 1 With Complete Solutions 100% Correct...
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Brand Building Exam 1 With CompleteSolutions 100% Correct
Chapter 1 of your text describes how brands can build competitive advantages through
non-product related means. They cite that several brands (Coca Cola, Chanel No. 5
among others) have been leaders in their category by:
Building intangible image associations as the only way to differentiate their brand apart
from the competition
Paranormal Horrors Fans are what % Younger than Avg. moviegoer?
27%
According to your reading in the New York Times, Nike became a cultural phenomenon
when Nike began selling what?
Personal Progression
Based on your textbook, ch 6, one/some of the most important concepts in marketing is
brand equity. What is meant by brand equity?
All options are correct
What did Go Wakimoto have to say about Apple and sales?
Apple does not put their products on sale because they believe it degrades the quality of
the brand
, In the New York Times article entitled, Victoria's Secret and What's Sexy Now the author
notes that Victoria's Secret has been losing market share as cultural norms and tastes
are changing. What two companies does the article note Victoria's Secret is trying to
compete with in terms of brand image? {click both that apply}
Dove & Aerie
In Chapter 6 of your textbook, one/some of the most important concepts in marketing is
brand equity. What do we mean by brand equity?
All of the above
What did Go Wakimoto (still the best name ever) have to say about Apple and sales?
Apple doesn't put their items on sale because they think it degrades the quality of the
brand
Adam Morgan of TBWA, mentioned which US car rental agency as an example of a
brand with a great slogan that reveals their challenger mentality?
Avis
Chapter 8 of your text, Strategic Brand Management deals with how to leverage
secondary brand associations to build brand equity. Three factors according to the
book, predict the extent to which leverage occurs from linking the brand to another
entity. They are: {click all that apply}
Meaningfulness of the knowledge of the entity, Awareness and knowledge of the entity,
Transferability of the knowledge of the entity
Must advertisers advertise on X?
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