CPM Brand Equity & Positioning Models 2

Question 1

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

Accepted Answer

Brand Performance and Imagery

Answer

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

Question 2

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

Accepted Answer

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

Answer

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

Question 3

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

Accepted Answer

Psychographic repositioning

Answer

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

Question 4

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

Accepted Answer

Company-based brand equity

Answer

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

Question 5

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

Accepted Answer

Shared attributes that make a brand a legitimate category member

Answer

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.

(CPM) Certified Professional Marketer Practice Test

(CPM) Certified Professional Marketer Practice Test

CPM Brand Equity & Positioning Models 2