国际市场营销（山东交通学院）_智慧树知到答案2021年

第七章 Creating Brand Equity：A brand is a name, term, sign, symbol, design, or some combination of these elements, intended to identity the goods and services of one seller or group of sellers and to differentiate them from those of competitors. The different components of a brand—brand names, logos, symbols, package designs, and so on—are called brand elements.  Brand equity depends on three main factors: (1) Choosing Brand Elements (2) Designing Holistic Marketing Activities (3) Leveraging Secondary Associations  A branding strategy identifies which brand elements a firm chooses to apply across the various products it sells. Each brand-name product must have a well- defined positioning to maximize coverage, minimize overlap, and thus optimize the portfolio.7.1What is Brand?:What is Brand?
7.2Building Brand Equity:Building Brand Equity
7.3Devising a Branding Strategy:Devising a Branding Strategy
7.4Brand Portfolios:Brand Portfolios

[多选题]What roles can brand play as part of a portfolio?

选项:[Hight-end Prestige, Cash Cows, Fighter, Low-end Entry Level]
[单选题]reflects the number and nature of both common and distinctive brand elements.

选项:[Branding strategy, Choosing Brand Elements, Integrated marketing, Online marketing]
[单选题]When a firm uses an established brand to introduce a new product, the product is called a ().

选项:[brand extension, leveraging secondary associations, branding strategy, integrated marketing]
[单选题]The introduction of Diet Coke by the Coca-Cola Company is an example of ________.

选项:[brand dilution, line extension, brand harmonization, category extension]
[单选题]To achieve integrated marketing, marketers need a variety of different marketing activities that consistently reinforce the brand promise.

选项:[对, 错]
[单选题]If consumers can easily recall and recognize a brand element, the brand element is said to be ________.

选项:[meaningful, memorable, protectable, adaptable]
[单选题]Flankers are brands that may be kept around despite dwindling sales because they manage to maintain their profitability with virtually no marketing support.

选项:[错, 对]
[单选题]In leveraging secondary associations, linking a brand to someone or something else can be risky because anything bad that happens to that other entity can also be linked to the brand.

选项:[错, 对]
[单选题]Red Bull enlisted college students as Red Bull student brand managers to distribute samples, research drinking trends, design on-campus product promotion activities, and write stories for student newspapers. From a marketing management perspective, which of the following brand equity drivers is most applicable in the given scenario?

选项:[associations indirectly transferred to the brand by linking it to a person, the profitability associated with brand development, the product and all accompanying marketing activities and supporting marketing programs, the initial choices for the brand elements or identities making up the brand]
[单选题]Brand ________ are devices that can be trademarked and serve to identify and differentiate the brand.

选项:[value propositions, elements, perceptions, images]
[单选题]When a firm uses an established brand to introduce a new product, it is called a brand ________.

选项:[positioning, extension, harmonization, valuation]
[单选题]Integrated marketing is to create brand equity by linking the brand to other information in memory that conveys meaning to consumers.

选项:[错, 对]