MKT 300 EXAM 3 ASU | VERIFIED STUDY | QUESTIONS
AND ANSWERS | 2026 UPDATES
What is the connecting point for customers? - ANSWER- Brand
Brands - ANSWER- - Are the touch points to consumers
- Promise to deliver specific benefits with products of services to consumers (almost anything
can be branded)
Brand - ANSWER- a name, term, symbol, design, or combination thereof that identifies a
seller's products and differentiates them from competitors' products
Roles of Branding - ANSWER- higher perceived quality, price premium, greater market
share, financial strength, brand extensions
Attributes of Strong Brands - ANSWER- 1 Consistent Brand Message
2 Focus on Long-term growth
3 Manage customer experience
4 Meaningful, memorable, likeable
Brand Equity - ANSWER- value of a brand based on loyalty, awareness, perceived product
quality, and brand associations
- reflective of long-term trust built by brand in consumers' mind
- indicative of "strength" of brand and brand "fit" with consumers
Things that improve Brand Equity - ANSWER- - brand name awareness
- brand loyalty
- perceived brand quality
- brand associations
- brand knowledge
master brand - ANSWER- A brand that is so dominant that customers think of it
immediately when a product category is mentioned
, master brand benefits for the consumer - ANSWER- -search cost reducer
-signal of quality
-risk reducer
-symbolic device
master brand benefits for the company - ANSWER- -source of competitive advantage
-predictability and security of demand
-barriers to entry
-financial returns
Marketing and Branding - ANSWER- - Marketing creates intangible value
- If marketing value / tangible asset > 1 then we've created Intangible Value
- We measure intangible value through Brand equity
Coke Example - ANSWER- Taking the stock price of Coke, multiplying that by the shares of
Coke and dividing that by Coke's tangible assets = 5
Aaker's five levels of customer attitude toward a brand - ANSWER- 1. devoted to brand
2. values the brand
3. satisfied & switching cost
4. satisfied customer
5. no brand loyalty
Brand Asset Valuator (BAV) - ANSWER- differentiation, relevance, esteem, knowledge
Interbrand's Brand Equity Formula - ANSWER- brand earnings and brand strength
building strong brands - ANSWER- provide identity, project the right message, saves time
- as you move up the ladder from attributes to benefits to values you will gain:
1. higher emotional connection with consumers
2. increasingly difficult for competitors to copy positioning
brand image - ANSWER- salient and feeling-related associations
AND ANSWERS | 2026 UPDATES
What is the connecting point for customers? - ANSWER- Brand
Brands - ANSWER- - Are the touch points to consumers
- Promise to deliver specific benefits with products of services to consumers (almost anything
can be branded)
Brand - ANSWER- a name, term, symbol, design, or combination thereof that identifies a
seller's products and differentiates them from competitors' products
Roles of Branding - ANSWER- higher perceived quality, price premium, greater market
share, financial strength, brand extensions
Attributes of Strong Brands - ANSWER- 1 Consistent Brand Message
2 Focus on Long-term growth
3 Manage customer experience
4 Meaningful, memorable, likeable
Brand Equity - ANSWER- value of a brand based on loyalty, awareness, perceived product
quality, and brand associations
- reflective of long-term trust built by brand in consumers' mind
- indicative of "strength" of brand and brand "fit" with consumers
Things that improve Brand Equity - ANSWER- - brand name awareness
- brand loyalty
- perceived brand quality
- brand associations
- brand knowledge
master brand - ANSWER- A brand that is so dominant that customers think of it
immediately when a product category is mentioned
, master brand benefits for the consumer - ANSWER- -search cost reducer
-signal of quality
-risk reducer
-symbolic device
master brand benefits for the company - ANSWER- -source of competitive advantage
-predictability and security of demand
-barriers to entry
-financial returns
Marketing and Branding - ANSWER- - Marketing creates intangible value
- If marketing value / tangible asset > 1 then we've created Intangible Value
- We measure intangible value through Brand equity
Coke Example - ANSWER- Taking the stock price of Coke, multiplying that by the shares of
Coke and dividing that by Coke's tangible assets = 5
Aaker's five levels of customer attitude toward a brand - ANSWER- 1. devoted to brand
2. values the brand
3. satisfied & switching cost
4. satisfied customer
5. no brand loyalty
Brand Asset Valuator (BAV) - ANSWER- differentiation, relevance, esteem, knowledge
Interbrand's Brand Equity Formula - ANSWER- brand earnings and brand strength
building strong brands - ANSWER- provide identity, project the right message, saves time
- as you move up the ladder from attributes to benefits to values you will gain:
1. higher emotional connection with consumers
2. increasingly difficult for competitors to copy positioning
brand image - ANSWER- salient and feeling-related associations
