Chapter 9 Creating Brand Equity Top 10 Learning Questions

1. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan April 2011 http://taeyangxinyi.blogspot.com

3. Brand Asset Valuators Components of Brand Equity 3 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N

4. Individuality is not a component of brand equity, rather it is… 4 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N Differentiation -measures the degree to which a brand is seen as different from others Example: Chuckie chocolate milk advertises CALCI-N as an ingredient versus Moo who doesn’t have said ingredient

11. Drivers of Brand Equity Create the right brand knowledge BRAND ELEMENTS MARKETING ACTIVITIES MEANING TRASFERENCE From Philip Kotler’s, Marketing Management, 13 th ed. = http://taeyangxinyi.blogspot.com

12. The other choices are just part of one of the brand equity drivers BRAND ELEMENTS From Philip Kotler’s, Marketing Management, 13 th ed. http://taeyangxinyi.blogspot.com The other choices are examples of Brand Elements: Brand Names, URLs, Logos, Symbols, Characters, Slogans

15. Brand Dynamics Customer-brand relationship http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Presence Relevance Performance Advantage Bonding Loyalty increases as you go up!

27. Drivers of Brand Equity Create the right brand knowledge BRAND ELEMENTS MARKETING ACTIVITIES MEANING TRASFERENCE From Philip Kotler’s, Marketing Management, 13 th ed. = http://taeyangxinyi.blogspot.com

28. Marketing Activities is the only brand equity driver in the list of choices MARKETING ACTIVITIES From Philip Kotler’s, Marketing Management, 13 th ed. http://taeyangxinyi.blogspot.com The Print AD and TV Commercials of the endorsers are MARKETING ACTIVITIES. The other choices are not Drivers of Brand Equity.

31. Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. KNOWLEDGE Thoughts Feelings Images Experiences Beliefs

32. Information is not part of brand knowledge KNOWLEDGE Thoughts Feelings Images Experiences Beliefs http://taeyangxinyi.blogspot.com

40. Brand Roles on a Brand Portfolio What brand type is the product? 40 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE

41. Niche is a type of market segmentation, not a role on a brand portfolio 41 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS Fighter brands that are positioned w/ respect to competitors’ brands so that more important (profitable) brands are able to retain their desired position CASH COWS Brands that are able to hold on to enough customers & maintain profitability w/ virtually no marketing support LOW-END ENTRY LEVEL Relatively low-priced “traffic-builder” brands that attract customers to the brand franchise in hopes to trading customers up to the higher-priced brand HIGH-END PRESTIGE Brands that add prestige and credibility to the entire portfolio

43. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan April 2011 http://taeyangxinyi.blogspot.com