Brand Management Week 7

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Questions and Answers

Which of the following is a quantitative research method mentioned in the text?

Netnography

Survey (correct)

Free association

Ethnography

What does brand recall refer to?

The likelihood that a brand will be included in consumers' consideration set

The likelihood that a brand will come to mind given a related cue (correct)

The likelihood that a brand will be associated with positive consumer attitude

The likelihood that a brand will be recognized in the marketplace

What is the purpose of perceptual mapping in strategic brand management?

To assess consumer awareness and perception of a brand

To determine the likelihood of a brand being recognized in the marketplace

To evaluate the consistency of consumer perception with brand positioning (correct)

To measure the positive consumer attitude towards a brand

Which brand element is an important identifier for recognition?

Brand logo design Signup and view all the answers

What is the primary channel used by Lululemon?

Direct to consumers Signup and view all the answers

Which positioning attribute is inconsistent with Lululemon's brand perception?

Community-based Signup and view all the answers

What is the main focus of Lululemon's community-based marketing?

Sustainability Signup and view all the answers

Which method is used to compare each factor between brands in the given text?

Independent-sample t-tests Signup and view all the answers

What is the formula used to calculate the number of pairs in the overall similarity method?

(n x (n-1))/2 Signup and view all the answers

Which brand is perceived most similarly to Lululemon in the perceptual map?

Athleta Signup and view all the answers

What is the correlation coefficient used to measure the strength of the correlation between attributes?

Pearson's r coefficient Signup and view all the answers

Which of the following is NOT a way to measure attitude in affective evaluation?

Positioning Signup and view all the answers

What is the scale used to measure attitude in affective evaluation?

1 = very bad, 7 = very good Signup and view all the answers

Which of the following is a measure of implicit attitude?

Effortlessly activated on exposure to the object Signup and view all the answers

What is the Implicit Association Test (IAT) used for?

Measuring the strength of associations between concepts and evaluations Signup and view all the answers

Study Notes

Research Methods

The quantitative research method mentioned in the text is the overall similarity method.

Branding Concepts

Brand recall refers to the ability of consumers to remember a brand.
In strategic brand management, perceptual mapping is used to visually represent consumers' perceptions of brands and their positions in the market.
An important identifier for recognition is the logo, which is a key brand element.

Lululemon

The primary channel used by Lululemon is community-based marketing.
The main focus of Lululemon's community-based marketing is building a community around the brand.
Inconsistency with Lululemon's brand perception is the low-quality attribute.

Perceptual Mapping

The method used to compare each factor between brands is the overall similarity method.
The formula used to calculate the number of pairs in the overall similarity method is not provided.
Lululemon is perceived most similarly to Athleta in the perceptual map.

Affective Evaluation

The correlation coefficient used to measure the strength of the correlation between attributes is not specified.
The scale used to measure attitude in affective evaluation is the Likert scale.
A measure of implicit attitude is the Implicit Association Test (IAT).
The Implicit Association Test (IAT) is used to measure the strength of association between a brand and a particular attribute or concept.

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Description

This quiz compares various factors between Athleta and Lululemon brands, such as experiential and community-based aspects, as well as fashionable design. You will use independent-sample/paired t-tests to analyze and compare the averages.