CBBE First Quiz

CBBE First Quiz 1. Brand knowledge is made up of two components - brand image and _____ - brand awareness In terms of points of parity, ________ are those associations designed to negate competitors' POD. - competitive Benefits and goals a consumer may expect by using a particular brand - frame of reference T/F? Differentiation, a factor for choosing a POD association, refers to how a POD should be both distinctive and superior. This is - T T/F?Assessment of primary/supplementary features and serviceability of the brand relates to the brand resonance building block of salience. This is - F Brand knowledge has a differential effect on consumer response to the marketing of the brand. This definition relates to the concept of - CBBE In terms of brand awareness, __________ is the consumer's ability to retrieve the brand from memory when given the product category or the usage situation as a cue. - brand recall Mattel failed to recognize that Barbie Dolls would not be popular with girls once they grow up. This failure resulted in a huge drop-off in sales when Mattel's target market grew up. This example underlines the importance of how well established brands, like Mattel, need to pay attention to _________ so they are not blindsided by new situations. - choosing frame of reference When Coca-Cola wonders whether consumers would think of their brand as a morning replacement for coffee, the company is trying to identify which aspect of salience with respect to the brand resonance model? - breadth T/f? Primary features of a product while assessing Brand Performance in the Resonance model refers to the durability of the product. - F T/F? Brand positioning should not be changed/updated very frequently. This is - T Consumers may find it hard to believe that a brand, which is inexpensive, can also have the highest quality. In terms of the different POP association, this relates to a. Judgmental POP b. Correlational POP c. Positional POP d. Category POP e. Beneficial POP - B Brands, when choosing point of difference (POD), must make sure that the POD is desirable, deliverable, and differentiable. This is a. True b. False - T When Coca-Cola wonders whether consumers are automatically thinking of the brand when thinking of soft drinks, the company is trying to identify which aspect of salience with respect to the brand resonance model? a. Depth b. Image c. Performance d. Breadth e. Length - A CBBE is positive when consumers react more favorably towards the product and the way it is marketed, when the brand is identified than when it is not. This is a. True b. False - T Associations used to build the brand image ought to be strong, unique, and a. Equitable b. Resonating c. Competitive d. Targeted e. Favorable - E A Brand Mantra should ideally (choose the best option) a. Lead to brand equity b. Reflect the associated network memory model c. Reflect the sequence of steps needed for a brand to create a loyal relationship with the customer d. Deepen the meaning of the brand by uncovering real motivations and values for the associations regarding the brand e. Screen out any brand inappropriate activity that could create a negative impression in the minds of the consumers - E Lumix (by Panasonic), a camera brand, competes with cell phones (with cameras) within the same target market. For Lumix, cell phones are an example of indirect competition. This is a. True b. False - T Brand performance, in the brand resonance model, looks at the ___________, which is at the heart of the brand experience. a. Positioning b. Loyalty c. Product/offering