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Measuring Outcomes of Brand Equity Flashcards | StudBud
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Measuring Outcomes of Brand Equity
Measuring Outcomes of Brand Equity
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Questions
12
Answers
1
Disadvantages of conjoint analysis marketing profiles may violate consumers expectations based on what they already know
True
False
2
What are the 3 important concepts about residual approaches that were mentioned?
Scanner panel
Multi- attribute attitude models
Consumer
Choice experiments
3
What are the three main approaches that companies choose in acquiring brand equity?
The market, the cost and the partners.
The cost, the market and the income approaches.
The cost, the product and the income approaches.
The income approaches, the name of the brand and the market.
4
Role of brand is the customer's buying decision that is attributed to the brand without including other buying factors
False
True
5
Brand - Based Comparative Approaches measure the response
That consumers have to similar marketing efforts of different companies
That consumers have to specific marketing campaigns from the company
That brands have to specific products in the market.
6
Who developed a dollar-metric measure of brand?
Edgar Smith
Edgar Johnson
Edgar Pessemier
John Brown
7
What Marketing-based comparative does?
Examine consumer response based on changes in the marketing program
Hold the brand fixed
8
Disadvantage of the conjoint-based approach it allows us to study different brands and aspects of the product simultan..
False
True
9
Brands and logos carry heavy perceptions and emotions about the products and services associated with them.
False
True
10
What character started with brand valuation?
Rupert Murdoch's
David Aaker
Russell l. Akoff
Theodore Levitt
11
What are the two types of comparative methods?
Qualitative and Quantitative- Based Comparative Approaches
Marketing and Qualitative- Based Comparative Approaches
Brand Image and Resonance- Based Comparative Approaches
Brand and Marketing- Based Comparative Approaches
12
Do choice experiments add value to brands and products attributes?
False
True
