MK 410 CHAPTER 2 QUESTIONS WITH
VERIFIED ANSWERS
\.brand metrics measure the impact of advertising on a brands image - ANSWERS-
false
\.when brand equity is measured using estimates of the future cash flows of a
brand based on its unique strength and characteristics, which will then be
discounted to determine the net present value, the method is: - ANSWERS-
financial value
\.FedEx and International Business Machines (IBM) are examples of: - ANSWERS-
Implied names
\.Charles sees only minor differences among the various brands of high definition
television. this is an example: - ANSWERS-brand parity
\.When a logo elicits shared meanings across consumers, it exhibits:
A) stimulus codability
B) reliability
C) consensus
D) referent response - ANSWERS-A stimulus codability
VERIFIED ANSWERS
\.brand metrics measure the impact of advertising on a brands image - ANSWERS-
false
\.when brand equity is measured using estimates of the future cash flows of a
brand based on its unique strength and characteristics, which will then be
discounted to determine the net present value, the method is: - ANSWERS-
financial value
\.FedEx and International Business Machines (IBM) are examples of: - ANSWERS-
Implied names
\.Charles sees only minor differences among the various brands of high definition
television. this is an example: - ANSWERS-brand parity
\.When a logo elicits shared meanings across consumers, it exhibits:
A) stimulus codability
B) reliability
C) consensus
D) referent response - ANSWERS-A stimulus codability
