Chapter 1 part 2

Question 1

the consumer’s ability to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or in the purchase or situation as a cue

Answer 1

Brand recall

Question 2

Consumer’s ability to confirm prior exposure to the
brand when given the brand as a cue

Answer 2

Brand recognition:

Question 3

consists of brand recognition and brand
recall performance:

Answer 3

brand awareness

Question 4

“What hotels can you think of?
Where can you buy gas?” are examples of

Answer 4

brand recall

Question 5

Three Advantages of Brand Awareness

Answer 5

Learning Advantages: To create a brand image, first
establish a brand node in memory which helps stores
brand associations.

Consideration Advantages: Raising brand awareness
increases likelihood that brand will be in consideration set. a small set of brands they buy on a regular bases.

Choice Advantages: Some consumers buy

only well-established brands (in absence of

well-formed attitudes)

Question 6

Fail to create
strong category links and usually don’t create
long-term brand equity.

Answer 6

Shock advertising