Reading Questions for Chapter 8 Developing a Brand equity measurement and Management System

Virtually every marketing dollar spent today must be justified as both __________________ and _________________ in terms of ___________ of marketing investment (ROMI).

What is a brand equity measurement system?

Why should marketers conduct a brand audit?

What is a brand audit?

What is a marketing audit?

What is the difference between a brand audit and a marketing audit?

What are the two steps of the brand audit?

What is the purpose of the brand inventory?

What should be the outcome of the brand inventory?

Why is the brand inventory a valuable first step?

What is a brand exploratory?

What are the preliminary activities necessary and useful for a brand exploratory?

The brand exploratory often employs ____________ research techniques as a first step, and follow with more focused and definitive survey-based _________________ research.

What is one useful outcome of qualitative research, that accurately portrays in detail all salient brand associations and responses for a particular target market?

Define core brand associations.

How do you form a brand concept map (BCM)?

One goal of the brand exploratory is a clear, comprehensive profile of the target market. As part of that process, many firms literally create _______________ to capture their views as to the target market.

Quantitative research in the brand exploratory helps assess more definitively the ___________ and ___________ of brand awareness, and the strength, favorability, and ____________ of brand associations.

What should a good brand exploratory do?

What is a persona?

Compare brand audits with brand tracking studies.

What are brand tracking studies? What role does it play?

To develop sensitive tracking measures, marketers might need to phrase questions in a __________ way.

To get the most value from brand audits and brand tracking studies, firms need proper internal structures and procedures to capitalize on the usefulness of the brand equity concept and the information they collect about it. This system is called a _____________ __________ ____________ ____________. It is a set of organizational processes designed to improve the understanding and use of the brand equity concept within a firm.

What are the three major steps that help implement the brand equity management system?

What is a brand charter?

What are the contents of a brand charter?

Reading Questions Chapter 11 Designing and Implementing Brand Architecture Strategies

What is a firms brand architecture strategy?

Describe the two aspects a good brand architecture strategy defines.

What are the two main roles a good brand architecture strategy serves?

What are the three key steps required to develop a brand architecture strategy?

What are the three important characteristics that should be considered in the first key step of developing a brand architecture strategy?

What is Brand Vision?

A good brand vision has a foot in both the _____________ and the ____________.

The trick for formulating a good brand vision is to strike the ________ _________ between what the brand is and what it could become, and to identify the ___________ __________to get it there.

Fundamentally, brand vision relates to the _____________-____________ purpose of the brand, based on keen understanding of ________________ aspirations and brand ___________.

What does it mean to define brand boundaries?

What are the four ingredients of brand positioning guidelines?

Differentiate between line extensions and category extensions.

Differentiate a house of brands strategy from a branded house strategy. This is one way of distinguishing brand architecture strategies of firms.

What is a sub-brand?

What is a benefit of a sub-branding strategy?

What role do sub-brands play in brand architecture strategy?

When should marketers employ sub-branding?

To successfully execute the process of the three steps to formulate brand architecture strategy, marketers should use brand ____________________ analysis for Step 1 and determining brand potential, and brand __________________ analysis for Steps 2 and 3 and branding particular products and services.

The two analyses introduced in this chapter are important tools that help organize and prepare for successful formulation of brand _____________ strategy.

What is a brand portfolio?

Why might a firm have multiple brands in the same product category? What is the primary reason? What are other reasons to introduce multiple brands in a category?

What should marketers first define, when designing the optimal brand portfolio?

A portfolio is too big if profits can be increased by ______________ brands; it is not big enough if profits can be increased by _______________ brands.

What is the basic principle in designing a brand portfolio?

What are some specific roles brands serve as part of a brand portfolio?

What is the purpose of flanker brands?

What is the guideline for designing flanker or fighter brands?

What is a cash cow brand?

What is a low-end entry-level brand? And why is it sometimes preferred by retailers to feature in their promotions?

What is the role of a relatively high-priced brand in the brand family?

What is a brand hierarchy?

What are the guidelines for brand hierarchy decisions and applicable principle for each guideline?

What is a flagship product?

What are the three dimensions of corporate credibility?

What are the five guidelines to keep in mind for marketers when managing brand architecture?