ASU MKT 300 Eaton Exam 3 questions
well answered 2025/2026
Branding - ANS ✔✔Consistent messaging and has a competitive advantage. A brand is not what
you say it is, it is what the consumer thinks it is.
Role/attributes of brands - ANS ✔✔Higher perceived quality, price premium, greater market
share, financial strength, brand extension
Master Brands - ANS ✔✔Brand name that is used to define the entire category; Kleenex, Q-tips,
etc.
Brand Equity: Know definition/components - ANS ✔✔How much the brand is worth to the
consumer, how positively viewed is it.
Brand equity benefits: to companies and consumers - ANS ✔✔Benefits to consumers:
Search cost reducer, signal of quality, risk reducer, symbolic device
Benefits to companies:
Source of competitive advantage, predictability and security of demand, barriers to entry,
financial returns
Intangible value: don't need to calculate, just understand - ANS ✔✔Value that cannot be held in
your hand, assets beyond a balance sheet
Market value of tangible assets >1 that is intangible value
, Aaker's Brand Equity Model - ANS ✔✔Goal is devotion to a brand
Brand Asset Valuator (BAV) - ANS ✔✔differentiation, relevance, esteem, knowledge
Interbrand - ANS ✔✔Combines different factors to attempt to rate the value of a brands
intangible value in dollars. Brand earnings (quantitative/objective) and brand strength
(qualitative/subjective) are the main two factors.
Brand Personality - ANS ✔✔Consistent characteristics that make a brand unique, much like
human personality
Manufacturer brands vs Private brands - ANS ✔✔Manufacturers brand: developed by a specific
company for sale in any retailer
Private brand: Safeway select, developed by a company, likely a retailer, only found in Safeway
Individual/family/combination brands - ANS ✔✔Individual brand: focused on the brand itself,
Tide (not known as P&G)
Family brand: company name is used to market product (GE with appliances, dish washers)
Combination brand: company is paired with individual and brand name (Kellogg's Rice Krispies)
Functions of packaging - ANS ✔✔-Contain and Protect
-Promote
-Facilitate Storage, Use and Convenience
-Facilitate Recycling
Persuasive(Subjective) vs Informational(Objective) Labeling - ANS ✔✔Persuasive: focuses on a
promotional theme, consumer information is secondary
well answered 2025/2026
Branding - ANS ✔✔Consistent messaging and has a competitive advantage. A brand is not what
you say it is, it is what the consumer thinks it is.
Role/attributes of brands - ANS ✔✔Higher perceived quality, price premium, greater market
share, financial strength, brand extension
Master Brands - ANS ✔✔Brand name that is used to define the entire category; Kleenex, Q-tips,
etc.
Brand Equity: Know definition/components - ANS ✔✔How much the brand is worth to the
consumer, how positively viewed is it.
Brand equity benefits: to companies and consumers - ANS ✔✔Benefits to consumers:
Search cost reducer, signal of quality, risk reducer, symbolic device
Benefits to companies:
Source of competitive advantage, predictability and security of demand, barriers to entry,
financial returns
Intangible value: don't need to calculate, just understand - ANS ✔✔Value that cannot be held in
your hand, assets beyond a balance sheet
Market value of tangible assets >1 that is intangible value
, Aaker's Brand Equity Model - ANS ✔✔Goal is devotion to a brand
Brand Asset Valuator (BAV) - ANS ✔✔differentiation, relevance, esteem, knowledge
Interbrand - ANS ✔✔Combines different factors to attempt to rate the value of a brands
intangible value in dollars. Brand earnings (quantitative/objective) and brand strength
(qualitative/subjective) are the main two factors.
Brand Personality - ANS ✔✔Consistent characteristics that make a brand unique, much like
human personality
Manufacturer brands vs Private brands - ANS ✔✔Manufacturers brand: developed by a specific
company for sale in any retailer
Private brand: Safeway select, developed by a company, likely a retailer, only found in Safeway
Individual/family/combination brands - ANS ✔✔Individual brand: focused on the brand itself,
Tide (not known as P&G)
Family brand: company name is used to market product (GE with appliances, dish washers)
Combination brand: company is paired with individual and brand name (Kellogg's Rice Krispies)
Functions of packaging - ANS ✔✔-Contain and Protect
-Promote
-Facilitate Storage, Use and Convenience
-Facilitate Recycling
Persuasive(Subjective) vs Informational(Objective) Labeling - ANS ✔✔Persuasive: focuses on a
promotional theme, consumer information is secondary
