1. Among four dimensions of BrandAssetValuator by Young&Rubicam, the most important dimension to build a strong new brand is differentiation

True

False

2. Customer-based brand equity measures a brands value that resides in the mind of consumers

True

False

3. Consumers willingness-to-pay (WTP) can be changed by brand communication

True

False

4. A brand managers responsibility is limited to branding

True

False

5. An advertising campaign that focuses on individuals using a product more so than the product itself is an example of experiential marketing

True

False

6. Direct channels are always more cost-efficient than indirect channels

True

False

7. Consumers perceived quality only depends on the functionality of a product

True

False

8. In-depth laddering interview is particularly useful to uncover metaphors and unconscious thoughts associated with a brand

True

False

9. Only tangible products can be branded

True

False

10. Brand Equity is a synonym of Brand Loyalty

True

False