BRAND MANAGEMENT FINAL
EXAM 2025 |GUARANTEED
ACCURATE ANSWERS
What is the goal of a brand equity measurement system? - ACCURATE
ANSWERS✔✔ to understand the sources and outcomes of brand equity
and be able to relate the two as much as possible
Why do we want to measure brand equity? - ACCURATE
ANSWERS✔✔ We want to invest in the things that are working and
figure out why they are working so they can be replicated in the future.
Brand Inventory - ACCURATE ANSWERS✔✔ profile of how all the
products and services sold by the company are marketed and branded
Brand Exploratory - ACCURATE ANSWERS✔✔ Research helping you
to understand how consumers think and feel about the brand and how
they act toward it
Brand positioning research - ACCURATE ANSWERS✔✔ wants to
know what consumers find believable and credible about the brand, what
they value in the brand, what the firm says about the brand, and sheds a
light on where the firm wants to take on the brand.
,Brand tracking study - ACCURATE ANSWERS✔✔ collect information
from consumers on a routine basis over time, usually through
quantitative measures of brand performance on a number of key
dimensions that marketers can identify in the brand audit or other means.
Marketing analytics systems are - ACCURATE ANSWERS✔✔ Systems
and processes within an organization to communicate important metrics
and make them available throughout an organization (usually using ai
and technology to track consumers)
Three Major Steps to building a Brand Equity Management System -
ACCURATE ANSWERS✔✔ Create a Brand Charter or Bible
Assemble Brand Equity Reports
Define Brand Equity Responsibilities
Brand Bible - ACCURATE ANSWERS✔✔ it defines the firms view of
branding or brand equity and explains why its important. It also
describes the scope of brands in terms of associated products. Specifies
the proper treatment of the brand in terms of trademark usage, line
considerations, packaging, and communications.
Brand Equity Report - ACCURATE ANSWERS✔✔ assembles the
results of the tracking survey and other relevant performance measures
for the brand into a brand equity report, updated monthly, quarterly or
yearly
, Provides descriptive information as to what is happening with the brand
as well as diagnostic information on why it is happening
Section 1 of the Brand Equity Report - ACCURATE ANSWERS✔✔
summarizes the consumer's perceptions of key attributes and benefits
and behavior
Section 2 of the Brand Equity Report - ACCURATE ANSWERS✔✔
More descriptive into the market level - Product shipments, channel
distribution, retail trends, pricing discounts, scheduling, profit
assessments, etc.
Brands need constant can consistent nurturing to grow and weak brands
often suffer from a __________ commitment and investment. -
ACCURATE ANSWERS✔✔ lack of discipline - making exceptions, not
being strict about how the brand is being portrayed.
Qualitative research techniques - ACCURATE ANSWERS✔✔
Qualitative research techniques can identify possible brand associations
and sources of brand equity.
Free Associations - ACCURATE ANSWERS✔✔ ask people what
comes to mind when they think of a brand
you ask consumers what's the first thing that comes to their mind when
they hear apple and they respond "quality service"
EXAM 2025 |GUARANTEED
ACCURATE ANSWERS
What is the goal of a brand equity measurement system? - ACCURATE
ANSWERS✔✔ to understand the sources and outcomes of brand equity
and be able to relate the two as much as possible
Why do we want to measure brand equity? - ACCURATE
ANSWERS✔✔ We want to invest in the things that are working and
figure out why they are working so they can be replicated in the future.
Brand Inventory - ACCURATE ANSWERS✔✔ profile of how all the
products and services sold by the company are marketed and branded
Brand Exploratory - ACCURATE ANSWERS✔✔ Research helping you
to understand how consumers think and feel about the brand and how
they act toward it
Brand positioning research - ACCURATE ANSWERS✔✔ wants to
know what consumers find believable and credible about the brand, what
they value in the brand, what the firm says about the brand, and sheds a
light on where the firm wants to take on the brand.
,Brand tracking study - ACCURATE ANSWERS✔✔ collect information
from consumers on a routine basis over time, usually through
quantitative measures of brand performance on a number of key
dimensions that marketers can identify in the brand audit or other means.
Marketing analytics systems are - ACCURATE ANSWERS✔✔ Systems
and processes within an organization to communicate important metrics
and make them available throughout an organization (usually using ai
and technology to track consumers)
Three Major Steps to building a Brand Equity Management System -
ACCURATE ANSWERS✔✔ Create a Brand Charter or Bible
Assemble Brand Equity Reports
Define Brand Equity Responsibilities
Brand Bible - ACCURATE ANSWERS✔✔ it defines the firms view of
branding or brand equity and explains why its important. It also
describes the scope of brands in terms of associated products. Specifies
the proper treatment of the brand in terms of trademark usage, line
considerations, packaging, and communications.
Brand Equity Report - ACCURATE ANSWERS✔✔ assembles the
results of the tracking survey and other relevant performance measures
for the brand into a brand equity report, updated monthly, quarterly or
yearly
, Provides descriptive information as to what is happening with the brand
as well as diagnostic information on why it is happening
Section 1 of the Brand Equity Report - ACCURATE ANSWERS✔✔
summarizes the consumer's perceptions of key attributes and benefits
and behavior
Section 2 of the Brand Equity Report - ACCURATE ANSWERS✔✔
More descriptive into the market level - Product shipments, channel
distribution, retail trends, pricing discounts, scheduling, profit
assessments, etc.
Brands need constant can consistent nurturing to grow and weak brands
often suffer from a __________ commitment and investment. -
ACCURATE ANSWERS✔✔ lack of discipline - making exceptions, not
being strict about how the brand is being portrayed.
Qualitative research techniques - ACCURATE ANSWERS✔✔
Qualitative research techniques can identify possible brand associations
and sources of brand equity.
Free Associations - ACCURATE ANSWERS✔✔ ask people what
comes to mind when they think of a brand
you ask consumers what's the first thing that comes to their mind when
they hear apple and they respond "quality service"
