MKT 300 EATON EXAM 3 ASU FINAL STUDY
PAPER 2026 COMPLETE QUESTIONS AND
ANSWERS
◉ 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
◉ brand personality. Answer: specific "personality-type" traits or
characteristics ascribed by consumers to different brands
- masculine/feminine
- calm/exciting
◉ brand personality framework. Answer: sincerity, excitement,
competence, sophistication, ruggedness
◉ brand archetypes. 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. Answer: Tide (made by proctor &
gamble but that doesn't matter)
◉ Brand/Family Brand. Answer: Samsung (could be any kind, cell
phone, tv, washing machine)
, ◉ Brand/Combination Brand. Answer: Kelloggs Rice Krispes (know
company name & brand)
◉ No Brand/Individual Brand. Answer: Ol Roy's (dog food/cat food)
◉ No Brand/Family Brand. Answer: Safeway Select, Kirkland
(Costco)
◉ No Brand/Combination Brand. Answer: Arizona State University
Polytechnic Campus
◉ Functions of Packaging. Answer: contain and protect, promote,
facilitate storage, use, convenience, facilitate recycling
◉ persuasive labeling. Answer: focuses on promotional theme,
consumer information is secondary
◉ informational labeling. Answer: helps make proper selections,
lowers cognitive dissonance, includes use/care
◉ 15-40% more. Answer: people pour from __________ from large vs.
small containers
PAPER 2026 COMPLETE QUESTIONS AND
ANSWERS
◉ 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
◉ brand personality. Answer: specific "personality-type" traits or
characteristics ascribed by consumers to different brands
- masculine/feminine
- calm/exciting
◉ brand personality framework. Answer: sincerity, excitement,
competence, sophistication, ruggedness
◉ brand archetypes. 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. Answer: Tide (made by proctor &
gamble but that doesn't matter)
◉ Brand/Family Brand. Answer: Samsung (could be any kind, cell
phone, tv, washing machine)
, ◉ Brand/Combination Brand. Answer: Kelloggs Rice Krispes (know
company name & brand)
◉ No Brand/Individual Brand. Answer: Ol Roy's (dog food/cat food)
◉ No Brand/Family Brand. Answer: Safeway Select, Kirkland
(Costco)
◉ No Brand/Combination Brand. Answer: Arizona State University
Polytechnic Campus
◉ Functions of Packaging. Answer: contain and protect, promote,
facilitate storage, use, convenience, facilitate recycling
◉ persuasive labeling. Answer: focuses on promotional theme,
consumer information is secondary
◉ informational labeling. Answer: helps make proper selections,
lowers cognitive dissonance, includes use/care
◉ 15-40% more. Answer: people pour from __________ from large vs.
small containers
