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Brand Equity & Positioning Models Flashcards

7 cards from real CPM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

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  1. In Keller's Brand Resonance Pyramid, which layer directly follows 'Brand Salience' as you move up the pyramid?

    Answer: Brand Performance and Imagery

    After establishing salience (identity), the second level splits into Brand Performance and Brand Imagery, addressing what the brand does and what it stands for.

  2. Which of the following best describes 'brand salience' in Keller's CBBE model?

    Answer: How easily and frequently the brand comes to mind during purchase situations

    Brand salience refers to the depth and breadth of brand awareness — how readily the brand is recalled and recognized at relevant purchase moments.

  3. A company repositions its brand by targeting a younger demographic without changing its core product. This strategy is best described as:

    Answer: Psychographic repositioning

    Psychographic repositioning involves shifting the target audience based on lifestyle, values, or age cohort without altering the physical product.

  4. Brand equity based on the firm's perspective (financial valuation) is sometimes called:

    Answer: Company-based brand equity

    Company-based (or firm-based) brand equity views the brand as a financial asset and estimates its monetary value on the balance sheet.

  5. The concept of 'brand parity' in competitive positioning refers to:

    Answer: Shared attributes that make a brand a legitimate category member

    Brand parity (points of parity) are associations that are not unique to the brand but are necessary for it to be considered a credible competitor in its category.

  6. According to the Young & Rubicam Brand Asset Valuator model, a brand with high 'Relevance' but low 'Differentiation' is most likely:

    Answer: An eroding or declining brand

    In BAV, when Relevance exceeds Differentiation, the brand has become commoditized and is at risk of erosion or decline.

  7. Which positioning strategy involves a brand claiming the highest quality in its category regardless of price?

    Answer: More for more

    'More for more' positioning claims superior quality and charges a premium price, targeting customers willing to pay for the best.