Week 2 Quiz on Measuring Brand Assets

Week 2 Quiz on Measuring Brand Assets >> Marketing Analytics

The profitability of the skateboard company

Whether the two products are packaged the same

The price of the surfboard versus the price of the skateboards

The personality traits of each brand

A carefully constructed brand personality increases the value of the brand.

They mean the same thing.

The longer a brand is on the market, the bigger the impact of the brand’s value on its personality.

Brand equity increases the relevance of the brand’s personality.

Prestigious

Gorilla glass screen

Highly secure

Reliable

To build a relationship between the brand and the consumer

To develop a product

To determine the price of branded products

To determine brand value

Innovating to differentiate from competitors

Increasing consumer awareness of the brand

Increasing its relevance to consumers

Enhancing brand strength

Aspiring brands are more differentiated, but are less well known than eroding brands.

Aspiring brands are more relevant and held in greater esteem than eroding brands.

Aspiring brands are more differentiated and more well known than eroding brands.

Aspiring brands are less relevant and held in less esteem than eroding brands.

Interbrand Brand Value Model

All three models should be used.

Y & R Model

Revenue Brand Premium Model

The difference in manufacturing costs between a branded product and an equivalent unbranded product

The difference in market response between a branded product and an equivalent unbranded product

The additional marketing spending to be allocated to a branded product over an equivalent unbranded product

The expected additional demand generated by a branded product over an equivalent unbranded product

$125.63M

$131.25M

$103.13M

$121.88M

The annual measure does not consider future risks or what the money would earn with a different investment.

The annual measure considers what the money would earn with a different investment.

The annual measure considers both future risks and what the money would earn if invested differently.

The annual measure considers future risks.

Week 2 Quiz on Measuring Brand Assets >> Marketing Analytics