CREATING BRAND EQUITY

REESE

100

What year was Nike founded?

1964

200

True or False: A strong brand equity can lead to increased customer loyalty.

True

300

True or False: Brand equity is about how recognizable a brand's logo is.

False

400

SAMPLE: WHAT IS NIKE'S SLOGAN? 

JUST DO IT

JAM

100

The Greek Goddess of _____ is the source of Nike's name, distinctive 'swoosh' logo, and its empowering 'Just Do It' slogan.

victory

200

The brand elements critieria memorable, meaningful, and likeable are _____ ______ elements. 

brand building

300

Name the three brand element criteria that help leverage and preserve brand equity against challenges. 

transferable, adaptable, protectable

BETTEE

100

Which American advertising agency is best known for its work with Nike?

Wieden+Kennedy

200

Name one of the four value stages of brand value chain.

Marketing Program Investments, Customer’s Mindset, Market Performance, Shareholder Value

300

This multiplier takes a brand from the Marketing Program Investment stage to the Customer Mindset stage

Program Quality

CHEL

100

What is Nike’s first wearable fitness tracker, eventually discontinued in 2014?

Nike FuelBand

200

What is crucial for effectively establishing and overseeing brand equity?

Consistency

300

Sometimes the actual ______ is the source of the problem.

Marketing Program

CJ

100

What does ACG mean Nike ACG?

All Conditions Gear

200

When the parent brand covers a new product within a product category it currently serves, such as with new flavors, forms, colors, ingredients, and package sizes

Line Extension

300

Occurs when consumers no longer associate a brand with a specific or highly similar set of products and start thinking less of the brand

Brand Dilution