MKT 300 EXAM 3 ASU WITH ALL CORRECT & 100%
VERIFIED ANSWERS|ACTUAL COMPLETE EXAM|
ALREADY GRADED A+
What is the connecting point for customers? ✔Correct Answer-Brand
Brands ✔Correct Answer-- Are the touch points to consumers
- Promise to deliver specific benefits with products of services to consumers (almost anything can be
branded)
Brand ✔Correct Answer-a name, term, symbol, design, or combination thereof that identifies a
seller's products and differentiates them from competitors' products
Roles of Branding ✔Correct Answer-higher perceived quality, price premium, greater market share,
financial strength, brand extensions
Attributes of Strong Brands ✔Correct Answer-1 Consistent Brand Message
2 Focus on Long-term growth
3 Manage customer experience
4 Meaningful, memorable, likeable
Brand Equity ✔Correct 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 ✔Correct Answer-- brand name awareness
- brand loyalty
- perceived brand quality
- brand associations
- brand knowledge
master brand ✔Correct 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 ✔Correct Answer--search cost reducer
-signal of quality
-risk reducer
-symbolic device
master brand benefits for the company ✔Correct Answer--source of competitive advantage
-predictability and security of demand
-barriers to entry
-financial returns
Marketing and Branding ✔Correct 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 ✔Correct 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 ✔Correct Answer-1. devoted to brand
2. values the brand
3. satisfied & switching cost
4. satisfied customer
5. no brand loyalty
Brand Asset Valuator (BAV) ✔Correct Answer-differentiation, relevance, esteem, knowledge
Interbrand's Brand Equity Formula ✔Correct Answer-brand earnings and brand strength
building strong brands ✔Correct 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 ✔Correct Answer-salient and feeling-related associations
brand personality ✔Correct Answer-specific "personality-type" traits or characteristics ascribed by
consumers to different brands
- masculine/feminine
- calm/exciting
brand personality framework ✔Correct Answer-sincerity, excitement, competence, sophistication,
ruggedness
brand archetypes ✔Correct Answer-Carl Jung suggested that humans are not a "blank slate" but
rather a combination of archetypes; "universal, archaic patterns and images that derive from the
collective unconscious and are the psychic counterpart of instinct"
Brand/Individual Brand ✔Correct Answer-Tide (made by proctor & gamble but that doesn't
matter)
Brand/Family Brand ✔Correct Answer-Samsung (could be any kind, cell phone, tv, washing
machine)
Brand/Combination Brand ✔Correct Answer-Kelloggs Rice Krispes (know company name & brand)
No Brand/Individual Brand ✔Correct Answer-Ol Roy's (dog food/cat food)
No Brand/Family Brand ✔Correct Answer-Safeway Select, Kirkland (Costco)
No Brand/Combination Brand ✔Correct Answer-Arizona State University Polytechnic Campus
Functions of Packaging ✔Correct Answer-contain and protect, promote, facilitate storage, use,
convenience, facilitate recycling
VERIFIED ANSWERS|ACTUAL COMPLETE EXAM|
ALREADY GRADED A+
What is the connecting point for customers? ✔Correct Answer-Brand
Brands ✔Correct Answer-- Are the touch points to consumers
- Promise to deliver specific benefits with products of services to consumers (almost anything can be
branded)
Brand ✔Correct Answer-a name, term, symbol, design, or combination thereof that identifies a
seller's products and differentiates them from competitors' products
Roles of Branding ✔Correct Answer-higher perceived quality, price premium, greater market share,
financial strength, brand extensions
Attributes of Strong Brands ✔Correct Answer-1 Consistent Brand Message
2 Focus on Long-term growth
3 Manage customer experience
4 Meaningful, memorable, likeable
Brand Equity ✔Correct 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 ✔Correct Answer-- brand name awareness
- brand loyalty
- perceived brand quality
- brand associations
- brand knowledge
master brand ✔Correct 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 ✔Correct Answer--search cost reducer
-signal of quality
-risk reducer
-symbolic device
master brand benefits for the company ✔Correct Answer--source of competitive advantage
-predictability and security of demand
-barriers to entry
-financial returns
Marketing and Branding ✔Correct 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 ✔Correct 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 ✔Correct Answer-1. devoted to brand
2. values the brand
3. satisfied & switching cost
4. satisfied customer
5. no brand loyalty
Brand Asset Valuator (BAV) ✔Correct Answer-differentiation, relevance, esteem, knowledge
Interbrand's Brand Equity Formula ✔Correct Answer-brand earnings and brand strength
building strong brands ✔Correct 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 ✔Correct Answer-salient and feeling-related associations
brand personality ✔Correct Answer-specific "personality-type" traits or characteristics ascribed by
consumers to different brands
- masculine/feminine
- calm/exciting
brand personality framework ✔Correct Answer-sincerity, excitement, competence, sophistication,
ruggedness
brand archetypes ✔Correct Answer-Carl Jung suggested that humans are not a "blank slate" but
rather a combination of archetypes; "universal, archaic patterns and images that derive from the
collective unconscious and are the psychic counterpart of instinct"
Brand/Individual Brand ✔Correct Answer-Tide (made by proctor & gamble but that doesn't
matter)
Brand/Family Brand ✔Correct Answer-Samsung (could be any kind, cell phone, tv, washing
machine)
Brand/Combination Brand ✔Correct Answer-Kelloggs Rice Krispes (know company name & brand)
No Brand/Individual Brand ✔Correct Answer-Ol Roy's (dog food/cat food)
No Brand/Family Brand ✔Correct Answer-Safeway Select, Kirkland (Costco)
No Brand/Combination Brand ✔Correct Answer-Arizona State University Polytechnic Campus
Functions of Packaging ✔Correct Answer-contain and protect, promote, facilitate storage, use,
convenience, facilitate recycling
