brand management Final well answered
to pass graded A+
Brand equity - correct answer ✔✔as the differential effect that brand knowledge
has on consumer response in the marketing of the brand. The extent to which
there is awareness of the brand and the extent to which they think positively
about the brand.
consumers perspective - correct answer ✔✔consumers see the brand as being
unique
. We take the consumer perspective because it is a measure of how valued the
brand is to people who would consider purchasing it.
best accomplished through consumer surveys
Brand Awareness - correct answer ✔✔are familiar with the brand
familiarity
Recognition vs recall
TOMA
Brand Image or Brand Associations - correct answer ✔✔hold in their memory
favorable, strong, and perhaps unique brand associations
TOMA - correct answer ✔✔Top of mind awareness
,top of pyramid
top of mind
brand recall
brand recognition
unaware of brand
bottom of pyramid
Brand Recall - correct answer ✔✔Also known as unaided recall. So, brand names
that come to your mind.
TOp of mind - correct answer ✔✔the brand recall that comes to your mind first
Brand recognition - correct answer ✔✔you just need to have enough awareness
to recognize it when you see it.
The consideration Set (evoked) - correct answer ✔✔set is the set of brands that a
consumers considers when deciding to make a purchase in a specific product
category.
It is also called the 'evoked' set because it is the set of brands that are evoked
from memory when a 'triggering cue' is present. A triggering cue is a stimulus
(from the external or internal environment) that influences you to think about
how to respond.
inept set - correct answer ✔✔The inept set are those brands that you would not
consider.
, inert set - correct answer ✔✔These are the brands that you are unaware of
Advantages of brand awarness - correct answer ✔✔learning advantages
consideration advantages
choice advantages
learning advantages - correct answer ✔✔Brand awareness influences the
formation and strength of the associations that make up brand image. So, the first
step is to register the brand in the minds of consumers.
consideration advantage - correct answer ✔✔Raising brand awareness increases
the likelihood that the brand will be a member of the consideration set (rather
than the inert or inept set)
Choice advantages - correct answer ✔✔In low involvement decision settings, a
minimum level of brand awareness may be sufficient for product choice, even in
the absence of a well-formed attitude.
how do you create brand awareness - correct answer ✔✔the more the consumer
'experiences' the brand (seeing it, hearing it, or thinking about it), the more likely
he or she is to register the brand name in memory.
depth of awarness - correct answer ✔✔measures how likely it is for a brand to
come to mind, and the ease with which it does so.
to pass graded A+
Brand equity - correct answer ✔✔as the differential effect that brand knowledge
has on consumer response in the marketing of the brand. The extent to which
there is awareness of the brand and the extent to which they think positively
about the brand.
consumers perspective - correct answer ✔✔consumers see the brand as being
unique
. We take the consumer perspective because it is a measure of how valued the
brand is to people who would consider purchasing it.
best accomplished through consumer surveys
Brand Awareness - correct answer ✔✔are familiar with the brand
familiarity
Recognition vs recall
TOMA
Brand Image or Brand Associations - correct answer ✔✔hold in their memory
favorable, strong, and perhaps unique brand associations
TOMA - correct answer ✔✔Top of mind awareness
,top of pyramid
top of mind
brand recall
brand recognition
unaware of brand
bottom of pyramid
Brand Recall - correct answer ✔✔Also known as unaided recall. So, brand names
that come to your mind.
TOp of mind - correct answer ✔✔the brand recall that comes to your mind first
Brand recognition - correct answer ✔✔you just need to have enough awareness
to recognize it when you see it.
The consideration Set (evoked) - correct answer ✔✔set is the set of brands that a
consumers considers when deciding to make a purchase in a specific product
category.
It is also called the 'evoked' set because it is the set of brands that are evoked
from memory when a 'triggering cue' is present. A triggering cue is a stimulus
(from the external or internal environment) that influences you to think about
how to respond.
inept set - correct answer ✔✔The inept set are those brands that you would not
consider.
, inert set - correct answer ✔✔These are the brands that you are unaware of
Advantages of brand awarness - correct answer ✔✔learning advantages
consideration advantages
choice advantages
learning advantages - correct answer ✔✔Brand awareness influences the
formation and strength of the associations that make up brand image. So, the first
step is to register the brand in the minds of consumers.
consideration advantage - correct answer ✔✔Raising brand awareness increases
the likelihood that the brand will be a member of the consideration set (rather
than the inert or inept set)
Choice advantages - correct answer ✔✔In low involvement decision settings, a
minimum level of brand awareness may be sufficient for product choice, even in
the absence of a well-formed attitude.
how do you create brand awareness - correct answer ✔✔the more the consumer
'experiences' the brand (seeing it, hearing it, or thinking about it), the more likely
he or she is to register the brand name in memory.
depth of awarness - correct answer ✔✔measures how likely it is for a brand to
come to mind, and the ease with which it does so.
