MH 31 4.03 Branding

Put the steps of the branding process in the correct order.

• Brand Equity

• Brand Awareness

• Brand Loyalty

• Brand Image

Which step of the branding process refers to whether consumers can recall, recognize, or be aware of a brand?

• Brand Awareness

• Brand Imgge

• Brand Equity

• Brand Loyalty

Which step in the branding process refers to the incremental utility or value added to a product by its brand name

• Brand Awareness

• Brand Image

• Brand Equity

• Brand Loyalty

Which step in the branding process represents the consumers’ set of beliefs about a brand, which, in turn, shape attitudes?

• Brand Awareness

• Brand Image

• Brand Equity

• Brand Loyalty

Which step in the branding process is defined as the ability to attract and retain repeat consumers?

• Brand Awareness

• Brand Image

• Brand Equity

• Brand Loyalty

Organize these antecedents into the right categories

Groups:

(a) Team-Related

,

(b) Organization-Related

,

(c) Market Related

• S

• Reputation / Tradition

• Head Coach

• Star Player

• Entertainment / Product Delivery

• Geographic Location

• Support

• Media Coverage

• Success

• Competitive Forces

True or False: Antecedents are factors that happen before brand equity.

• True

• False

Which of the following are part of brand equity?

• Perceived Quality

• Brand Awareness

• Ticket Sales

• Brand Loyalty

True or False: Consequences happen after a team has brand equity.

• True

• False

Which of the following are consequences of brand equity? Choose ALL that apply.

• Ticket Sales

• Star Player

• Corporate Support

• Merchandise Sales

• National Media Exposure