MBA 628 I
Exam 1 (Covering Chapters 1-7) Keller, Kevin Lane (2012). Strategic Brand Management: Building Measuring, and Managing Brand Equity (4th
edition). Upper Saddle River, NJ: Pearson Education, Inc. ISBN: 978-0132664257

Name: ___________________________
Due Date: Sunday of Week 3 by 11:59PM, EST
Total possible points = 130 points

Please submit your completed exam via Livetext. Point deductions (50) will be made if directions are not followed. I would also suggest that you send yourself a copy of your exam via e-mail, if in an event that technology was to fail, then you would have proof that your exam was indeed sent before the due day/time. This is an individual exam, not a group exam.

1. What is brand resonance? Can every brand achieve resonance with its customers? Why or why not?

2. How does a company build a strong brand (define the steps)? Additionally cite a company that has been successful with making a strong brand, and explain why.

3. What do you see as the role of the Internet for building brands? How would you evaluate a Web site for a major brand such as Disney? Refer to the Disney website for additional information.

4. Why is value pricing important when a company designs their marketing program?

5. Pick up a Sunday newspaper and look at the coupon supplements. How are they building brand equity, if at all? Find a good example and a poor example of brand-building promotions and discuss your rationale for each.

6. The Boeing Company makes a number of different types of aircraft for the commercial airline industry, e.g., the 727, 747, 757, 767, and 777 jet models. Is there any way for Boeing to adopt an ingredient branding strategy with their jets? How? What would be the pros and cons?

7.After winning major championships, star players often complain about their lack of endorsement offers. Similarly, after every Olympics, a number of medal-winning athletes lament their lack of commercial recognition. From a branding perspective, how would you respond to the complaints of these athletes? Are these athletes their own brands?