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QUESTION 45 Ethnography is less valuable for brand managers because ______. a. it is naturalistic and less subject to researcher bias b. it is unpredictable and time-consuming c. it is cheap and easy d. it generates quick results

QUESTION 46 Which of the following are benefits of branding to firms? a. Improved likelihood of innovation success b. Improved sales leads c. All of these d. Improved return on investment

Question 47 Brands are valuable to firms because ______. a. they are part of any firms strategic tool kit b. they make employees feel better c. they are intangible assets d. they add to the firms prestige

QUESTION 48 Brand equity refers to which of the following? a. All of these b. The value of the brand to the user c. How much the brand is worth when we sell it d. The value of the brand on the firms balance sheet

QUESTION 49 Using the brand asset valuator, how would you classify the Kodak brand? a. Niche b. New or unfocused c. Leadership d. Commoditization

QUESTION 50 The brand Shinola Detroit has been accused of not being made in Detroit. What type of authenticity does this refer to? a. Authenticity as consistency b. Authenticity as connection c. All of these d. Authenticity as conformity

QUESTION 51 Top of mind awareness is a measure of what? a. All of these b. Your gut feeling of a brands relationship to the category c. Your preferred brand in the category d. A brand you hold strong feelings about

QUESTION 52 When you ask consumers to list down all the brands they know within a category, what are you measuring? a. Commoditization b. Recall c. Top of mind awareness d. Recognition

QUESTION 53 Sentiment analysis is a tool to understand what about the brand? a. How users talk about the brand b. All of these c. How non-users represent the brand and its users d. The strength of feeling towards the brand

QUESTION 54 Using Kellers brand scorecard, how would you assess if the brand was properly positioned? a. Whether the brand promise is distinct, different and deliverable b. Whether the brand promise is consistent c. None of these d. Whether the brand promise has a clear social purpose