Reference no: EM131044209

Short answer Please 

1. Virtually every marketing dollar spent today must be justified as both __________________ and _________________ in terms of ___________ of marketing investment (ROMI).
2. What is a brand equity measurement system?
3. Why should marketers conduct a brand audit?
4. What is a brand audit?
5. What is a marketing audit?
6. What is the difference between a brand audit and a marketing audit?
7. What are the two steps of the brand audit?
8. What is the purpose of the brand inventory?
9. What should be the outcome of the brand inventory?
10. Why is the brand inventory a valuable first step?
11. What is a brand exploratory?
12. What are the preliminary activities necessary and useful for a brand exploratory?
13. The brand exploratory often employs ____________ research techniques as a first step, and follow with more focused and definitive survey-based _________________ research.
14. What is one useful outcome of qualitative research, that accurately portrays in detail all salient brand associations and responses for a particular target market?
15. Define core brand associations.
16. How do you form a brand concept map (BCM)?
17. One goal of the brand exploratory is a clear, comprehensive profile of the target market. As part of that process, many firms literally create _______________ to capture their views as to the target market.
18. Quantitative research in the brand exploratory helps assess more definitively the ___________ and ___________ of brand awareness, and the strength, favorability, and ____________ of brand associations.
19. What should a good brand exploratory do?
20. What is a persona?
21. Compare brand audits with brand tracking studies.
22. What are brand tracking studies? What role does it play?
23. To develop sensitive tracking measures, marketers might need to phrase questions in a __________ way.
24. To get the most value from brand audits and brand tracking studies, firms need proper internal structures and procedures to capitalize on the usefulness of the brand equity concept and the information they collect about it. This system is called a _____________ __________ ____________ ____________. It is a set of organizational processes designed to improve the understanding and use of the brand equity concept within a firm.
25. What are the three major steps that help implement the brand equity management system?
26. What is a brand charter?
27. What are the contents of a brand charter?