Brand Management Review Questions
Chapter 1, 2, & 3
Review questions
1. The American Marketing Association defines a brand as a “name, term, sign, symbol, or
design, or a combination of them, intended to identify the goods and services of one seller or
group of sellers and to differentiate them from those of competition.” Please comment on this
definition. According to the concept of customer-based brand equity and brand resonance
model, how would you define the term “brand”?
2. What is customer-based brand equity? Why the concept plays a central role in branding?
3. What is the depth and breadth of brand awareness? Why brand awareness is important in
building brand equity?
4. Describe the brand resonance model and its implications for branding.
5. What is brand positioning? Please describe the major activities to position a brand.
6. What is fame of reference in brand positioning? Why it is important?
7. What are the three characteristics of good brand image?
Key terms:
AMA definition of brand
Customer-Based Brand Equity
Brand association
Brand awareness
Breadth of brand awareness
Brand recall
Brand recognition
Frame of reference
Point of parities (POPs)
Category POPs
Competitive POPs
Point of differences (PODs)
Brand mantra
Brand resonance model
Chapter 4, 7
Review questions
1. What is brand element? What roles brand elements can play to build brand equity?
2. What are the six criteria of designing and choosing brand elements? What does each of the
criteria mean?
3. What is secondary brand association? What entities could be used as secondary brand
associations? What are the major risks of leveraging secondary brand associations? When to
leverage secondary brand associations is most appropriate?
Key terms:
Brand elements
The criteria of designing and choosing brand elements (memorable, meaningful, likable,
transferable, adaptable, protectable)
Secondary brand associations
Co-branding
Ingredient branding
Chapter 11, 12
Review questions
1. What is brand architecture strategy? Why it is important?
2. What is a brand-product matrix? What information we can get from a brand-product
matrix?
3. What is brand hierarchy?
4. What is brand extension? What are the pros and cons of brand extension?
Key terms:
Brand architecture strategy
Brand-product matrix
Brand hierarchy
Brand extension
Line extension
Category extension
Brand portfolio
The American Marketing Association defines brand as “name, term, sign, symbol, or
design, or a combination of them, intended to identify the goods and services of one
seller or group of sellers and to differentiate them from those of competition”. Do you
agree to this definition? Why?
What is Customer-Based Brand Equity? Why it is important in branding?
Describe the Brand Resonance Model and its implications for branding.
What is brand recall? What is brand recognition? What is the breadth of brand
awareness?
What should we do to position a brand? Is defining PODs enough? What are the
characteristics of a good brand image?
What are the criteria for choosing brand elements? Can a single brand element satisfy all
the criteria? Why?
What entities can be the potential candidates of secondary brand association? Is
leveraging secondary brand associations riskless? In what circumstance leveraging
secondary associations is more effective?