Brand Objective Setting
Integrated Marketing Product Price
Integrated Marketing
Place Promotion
Place Promotion
"P" Promo / Process
Brand Architecture
Brand Measurement
100
This shape or kitchen tool is often the 'device' used to measure the purchase journey.
What is a funnel.
100
Versace will execute 'limited product drops'. What impact does this have on pricing and brand perception?
Elevates price upward and creates pent up demand /exclusivity driving brand equity.
100
Name a street anywhere in the world where you expect the prices in the stores will be more premium?
What is... Rodeo drive, Madison Ave, Newbury St, Champs Elysée, Kings Lane, etc.
100
This is an example of what kind of Promo tactic? 
What is PR!
100
What is this Architecture Model? 
What is Branded House.
100
Curiosity is critical for brand managers, why?
Because observing the marketplace, staying up on trends, learning new tactics, staying tuned in on culture are critical to making a brand manager effective.
200
Companies never cease wanting this to happen?
What is Growth!
200
This is the strategic coordination of marketing levers so they work together to meet a brand objective.
What is Integrated Marketing Mix or Integrated Marketing.
200
Name 2 ways in which the Brand manager supports distribution of a brand.
What are: selling materials and sell in. great brand equity created, Trade/push programming, and more...
200
What is the crux ofdoes Professor McCusker's rant about Digital Marketing being a 'separate' area of study in Marketing?
What is... because it isn't SEPARATE... it's all digital and marketers job is to adjust to context of where the consumer is!
200
How did Hyundai lever up brand equity over time through Brand Architecture methods?
They continually elevated product features and models, ultimately creating Genesis and separating it as its own premium brand.
200
This Study informs a brand's performance across awareness, interest, usage, attitudes, preferences, motivations and more and is critical for brands to source:
What is an A&U Study?
300
According to Byron Sharp, this is the most critical thing a brand must do to grow:
What is drive Penetration?
300
What is 3 scenarios in which the Brand Manager needs works with/adjusts the Product "P"?
What is growth - extension. or ingredient/interface change? Margin enhance... so many!!! Graphics. Form.
300
Omnichannel distribution benefits a brand in this way:
What is penetration expansion and organic growth opportunities.
300
What is a critical input the comms development process?
What is data, budget and media thinking?
300
This is the group of sub-brands and line extensions within a brand's portfolio.
What is the Brand Portfolio?
300
When leveraging Net Promoter Score which measures willingness to recommend on a scale of 0 to 10, which scores signal a "Promoter"?
What is 9 or 10?
400
Having a child turn 16 and get their license is a _____ for buying a new car.
What is category entry point/trigger?
400
True of False... if the brand manager doesn't oversee Product (say at a software firm), all product inputs are solely the function of designers and engineers.
What is FALSE!!
400
These are 2 limitations of distribution through wholesalers and distributors include:
What is margin reduction and loss of control.
400
Brand "Salience" means what? And is a measure of what, according to Byron Sharp and Kantar?
What is recognition - brand comes to mind quickly. Distinctiveness.
400
These are 3 reasons Brand Architecture is critical.
400
Name 2 brands with Brand Health issues?
name .... Sbux, melville, bud light, lululemon, tesla, that congressman from california...
500
Determining the reason a person leaks out of the funnel helps to define what:
That is the Marketing Objective?
500
Implied or perceived "value" created by Brand Manager drives what type of pricing?
What is Value-Based Pricing?
500
Nike's goal of its Rory McIlroy Ad shown in class on Wednesday was what?
What is REMIND people that Nike stands for and celebrates athletic greatness.
500
This asset device has the most brand fluency or ability to create recall.
What is sonic devices or sound.
500
The BCG matrix helps in what specific process within Portfolio Management?
What is establishing the role or scope of each product or sub brand within a portfolio.
500
Why is a Brand Health Tracker an leading indicator of change vs. a lagging?
Because it measures sentiment and relevance over time. These are leading indicators of future behavior by consumers.
600
A person can be aware of and familiar with a brand but may fall out of the funnel given the brand isn't _______ for them or their needs?
What is relevant?
600
The product, its features and benefits at a particular price is the definition of what:
What is The Value Proposition
600
This is a Push or Pull tactic? Vuori signs Tom Holland.
What is pull
600
Mega Celebrity influencers have high reach benefits but lower what __________? While nano/micro have lower reach but high ____________? (same answer)
What is engagement?
600
Sundowning a brand is part of what process within Portfolio Management?
What is Product or SKU rationalization?
600
Kantar measures brand health by tracking these 3 critical measures:
What are Meaningfulness, Difference and Salience?
700
What is a measure of the final conversion in the pre-purchase journey?
What is purchase conversion rate? purchase rate? Sales rate?
700
Explain the goals of Hyundai's 1984 pricing strategy?
What is infiltrate the market and drive immediate penetration with low value car meeting consumer needs.
700
What is a good way to describe the role of a brand manager when coordinating the Promotional mix with the various teams who specialize in trade, PR, Comms, digital, etc.
What is an Orchestra Conductor?
700
What part of the Marketing Funnel do sampling and experiential tactics influence?
What is Purchase Interest/consideration/evaluation?
700
What is a brand extension idea for this brand? 
Name ....
700
Why is Brand Management considered a right/left brain function and/or an art & a science?
Because data informs everything and judgement, creativity, pulse is imperative for energy.
800
What is Professor McCusker's dog's name?
What is London.
800
Nutella's digital team capitalizing on this is an example of capturing a critical _________ moment: 
What is cultural?
800
What was the name of the presenter who spoke last week?
What is Dave Burwick?
800
What is an example of a retailer/trade event that would impact a brand's calendar plan?
Amazon Prime day, retailer seasonal event...etc.
800
Why or why not is this 1+1=3: 
What is explain it....
800
Inflexibility of your business model and or changes in consumer/culture can cause this to brands:
What is death?