Brand Management Final (All Accurately Answered)

brand manager correct answers often struggles with: -how strong is our brand? -how can we ensure that our marketing activities create value? -how do we measure that value? indirect approach correct answers assess potential sources of CBBE by identifying and tracking consumer brand knowledge; all the thoughts, feelings, images, perceptions, and beliefs linked to the brand direct approach correct answers assess the actual impact of brand knowledge on consumer response to different aspects of the marketing program complementary; together correct answers the two approaches to measuring CBBE are _____________ and should be used _______________ brand audit correct answers a comprehensive examination of a brand to discover its sources of brand equity marketing audit correct answers a comprehensive, systematic, independent, and periodic examination of a company's or business unit's marketing environment, objectives, strategies, and activities with a view of determining problem areas and opportunities and recommending a plan of action to improve the company's marketing performance brand inventory and brand exploratory correct answers two steps of a brand audit: brand inventory correct answers a comprehensive profile of the brand; form the perspective of a brand/company brand exploratory correct answers research about how consumers feel and think about the brand; from the perspective of the consumer brand inventory correct answers the purpose is to provide a current, comprehensive profile of how all the products and services sold by a company are marketed and branded visual and written; attributes; brand; policies correct answers brand inventory: profiling each product or service requires marketers to catalogue: -_________ and __________ form for each product or service sold -the inherent product ____________ or characteristics of the ___________ -pricing, communications, and distribution ____________ assets correct answers a digital inventory of brand ________ may provide useful insights