In this blog you will find the correct answer of the Coursera quiz Marketing Analytics Coursera Week 2 Quiz mixsaver always try to brings best blogs and best coupon codes
Practice Quiz on Brand and Brand Architecture
1. What is the main lesson marketers can learn about the power of brands from the merger of Snapple and Gatorade?
Brands require careful attention to maintain their value.
A brand with many varieties cannot successfully merge with a brand with few varieties.
Competing brands cannot successfully be merged.
Marketing spending always pays off.
2. Which type of consumer is likely to be attracted to a “ruggedness” brand?
Someone who values free and open communication.
Someone who enjoys hiking, camping and other outdoor activities.
Someone who enjoys expensive clothing and high-end merchandise.
Someone who loves ziplining and horror movies. Correct
A brand with a “ruggedness” aspect to its personality, would most likely attract consumers who are outdoorsy and rugged themselves.
3.Which of the following is a product benefit for winter boots?
Soft
Lightweight
Warm
Sheepskin Correct
This is a product benefit (one hopes!) of winter boots and an important part of the boot’s brand architecture.
4.Why do marketers need to know the emotional and product benefits of a brand?
So they can understand the value of the brand
So they can set a price for their product
So they can pick features that customers want
So they can tweak features
Practice Quiz on Calculating Brand Value:
1. If your brand is in the lower right quadrant of the Brand Asset Valuator matrix, what should be your strategic priority?
Enhancing your brand stature
Making your brand more relevant
Building up esteem for your brand
Building up knowledge of your brand
2. According to the Y&R Brand Asset Valuator, what is the key similarity between an aspiring brand and a power brand?
Both are well-known
Both are held in high esteem
Both are highly relevant
Both are highly differentiated
3. Your company is considering purchasing a new brand. Which brand valuation model should you weigh most in your decision?
Revenue Premium Model
Y & R Brand Asset Valuator Model
All of the above
Interbrand Brand Valuation Model
4. For which of the following products would you most likely use Revenue Premium to estimate brand equity?
Coffee tables
Yogurt
Running shoes
Guitars
5. This is a three question series to walk you through the steps to calculate brand equity for Redberry Cookies.
Complete step 1: Calculate the annual revenue premium per household.
|
Brand
|
Market Share |
Price per Pound |
Average Consumption |
|
Private label |
12% |
$0.80 |
7 |
|
Redberry Cookies |
35% |
$1.50 |
7 |
Hint: Remember the order of operations and round to the nearest two decimal places.
$3.00
$4.35
$0.43
-$0.15
6. This is a three-question series to walk you through the steps to calculate brand equity for Redberry Cookies.
Complete step 2. Calculate additional variable costs, assuming the private label earns a 25% margin.
|
Brand
|
Market Share |
Price per Pound |
Average Consumption |
|
Private label |
12% |
$0.80 |
7 |
|
Redberry Cookies |
35% |
$1.50 |
7 |
Hint: Remember the order of operations and round to the nearest two decimal places.
$0.97
$1.97
$0.32
$0.14
7. This is a three-question series to walk you through the steps to calculate brand equity for Redberry Cookies.
Complete step 3. Calculate the brand equity of Redberry Cookies on an annual basis, assuming the total number of households is 125 million.
|
Brand
|
Market Share |
Price per Pound |
Average Consumption |
|
Private label |
12% |
$0.80 |
7 |
|
Redberry Cookies |
35% |
$1.50 |
7 |
Hint: Remember the order of operations and round to the nearest two decimal places.
$253.75M
$375M
$17.25M
$335M
8. What does it mean to calculate revenue premium as a measure of brand equity?
The prestige of a brand compared to a private label
The market share of a branded product versus a private label product
The extra revenue generated by a branded product
The value of a brand
Final Quiz on Measuring Brand Assets:
1.Your company is considering acquiring a high-power brand to merge with your own brand. What do you need to know to understand whether the two brands’ personalities would be a good fit?
The traits of each brand
How each product is packaged
The price each brand charges
What the current marketing budget is for each brand
1.Your company sells custom-made surfboards prized by champions. You’re considering acquiring a well-known custom skateboard company. What should you carefully consider when merging your two companies to preserve the power of each brand?
The personality traits of each brand
2. Why do marketers spend so much time creating brand personalities?
To determine the risk rate
To determine the brand strength
To attract consumers who value the characteristics of that brand
To forecast earnings
2. What is the relationship between brand personality & brand equity?
A carefully constructed brand personality increases the value of the brand.
3. Which of the following is a product attribute for an iPhone?
Reliable
Prestigious
Gorilla glass screen
Highly secure
3: Your company sells custom-made surfboards prized by champions. You’re considering acquiring a well-known custom skateboard company. What should you carefully consider when merging your two companies to preserve the power of each brand?
Comfortable
4. Why do marketers focus so much time on developing a brand’s architecture?
To determine the price of branded products
To determine brand value
To build customer trust in the brand
To develop a product
4: Your company sells custom-made surfboards prized by champions. You’re considering acquiring a well-known custom skateboard company. What should you carefully consider when merging your two companies to preserve the power of each brand
To build customer trust in the brand
5. If your brand is in the top left quadrant of the Brand Asset Valuator matrix, what should be your strategic priority?
Increasing consumer awareness of the brand
5. If your new brand is in the middle of the left side of the Brand Asset Valuator matrix, what should be your strategic priority?
Increasing brand stature
Making your brand more relevant to consumers
IncYour brand has already established differentiated and relevant products, but not many consumers may know about the brand or hold it in great esteem.
Differentiating your products
6. According to the Y&R Brand Asset Valuator, what is the difference between an aspiring brand and an eroding brand?
Aspiring brands are less relevant and held in less esteem than eroding brands.
Aspiring brands are more differentiated and more well known than eroding brands.
Aspiring brands are more differentiated, but are less well known than eroding brands.
Aspiring brands are more relevant and held in greater esteem than eroding brands.
6: According to the Y&R Brand Asset Valuator, what are the key differences in knowledge and differentiation between a new brand and a declining brand
New brands are lower in stature than a declining brand.
7. Your company is considering acquiring a company with several different branded products in different categories, from cereal to tires. Which model should you consider most in your decision?
Y & R Model
Interbrand Brand Value Model
All three models should be used.
Revenue Brand Premium Model
7: Your company is considering acquiring a company with several different branded products in different categories, from cereal to tires. Which model should you consider most in your decision
All three models should be used.
7: Your company is concerned that its brand power is eroding. What model would be most useful in determining how to improve the brand
Y & R Brand Asset Valuator Model
8. What does the revenue premium as measure of brand equity quantify?
The difference in market response between a branded product and an equivalent unbranded product
The difference in manufacturing costs between a branded product and an equivalent unbranded product
The additional marketing spending to be allocated to a branded product over an equivalent unbranded product
The expected additional demand generated by a branded product over an equivalent unbranded product
8: What is the fundamental premise of the revenue premium method as a measure of brand equity
The difference in net profit of a branded product and an unbranded product is solely due to the brand name.
9.
|
Brand
|
Market Share |
Price per Pound |
Average Consumption |
|
Private Label |
10% |
$0.70 |
3.5 |
|
NJoe Coffee |
25% |
$1.20 |
3.5 |
What is the brand equity of NJoe Coffee on an annual basis, assuming a 20% margin and 125 million population?
$63.88M
$91.44M
$100.63M
$90.13M
9:What is the brand equity of Morning Magic Cereal on an annual basis, assuming a 25% margin and 125 million population
$103.13 M
10:When calculating brand equity, what does the long-term multiplier represent?
A way to express the cumulative value of equity in the future at its present day value.
10. When calculating brand equity, what does the long-term multiplier represent?
A way to express the cumulative value of equity in the future at its present day value.
