Exam 9: Build the Brand

The major advantage of brand connections for the brand sponsor is that it is a barrier to entry for potential competitors, especially for smaller firms that lack brand recognition.

The most important role of the package is to sell the product to the consumer.

What are the three requirements of labels? Why are these important?

Because of its reputation for excellent flavor and increasing energy, DBM Beverages is able to charge a price premium for its products. Which of the following dimensions of brand equity does this example illustrate?

A company's brand offers a methodology for distributing products.

RB Soaps, the market leader in body wash, sells its products in every state under the same brand. This is an example of ________ branding.

________ warranties are generally open to customers returning the product for a broad range of reasons beyond specific product performance problems.

Offering other manufacturers the right to use the brand in exchange for a set fee or percentage of sales is known as ________.

Lever Brothers, a worldwide leader in consumer products, follows a brand strategy in its personal care division with nine brands (AXE, Dove, Lifebuoy, Lux, Ponds, Rexona, Sunsilk, Signal, and Vaseline) that operate independently of one another. This is an example of ________ branding.

The warranty on a bottle of store brand pain relievers says that consumers may return this product if they are dissatisfied with it for any reason. This is an example of a(n) ________ warranty.

The Symbian operating system came about from the cobranding effort of Nokia, Ericsson, Sony, Panasonic, Siemens, and Samsung. They license Symbian to a number of wireless manufacturers including LG and Fujitsu. Which of the following types of cobranding relationships does this exemplify?

Recently, Mercedes-Benz quietly reduced its warranty coverage by eliminating some free scheduled maintenance because the expense for the firm was too high. At the same time, Hyundai and others have expanded their warranties to build consumer confidence in their cars. They realize that extending the period of warranty coverage demonstrates they are making better cars in a very tangible way. These are examples of firms considering the ________ of product warranty.

The packaging for a Nerf product shows kids playing with it. This best demonstrates the protect function of packaging.

Food product manufacturers are required to list the number of calories at the top of the nutrition panel. Posting calorie information is an example of meeting the ________ requirements of labeling.

Barb's Butters recently changed the shape of its packages from a pouch to a tub because product testing revealed that the tubs created less mess for consumers. Which of the following package objectives does the change in shape exemplify?

Courtney always prefers Coca-Cola products. She does not consider other beverages, even when they are cheaper than Coca-Cola. Which of the following benefits of brand equity for customers does this exemplify?

The owner of Sorios Lawn Service is looking to buy a new lawn tractor, a major purchase and significant financial investment. The owner decides to purchase a Dixie Chopper because of its reputation for dependability and excellent customer service which made him feel more secure and less anxious about choosing this product. Which customer brand role does this scenario exemplify?

When Maria purchases laundry detergent, she is able to easily recall and process information about Tide, but not the other brands. Which benefit of brand equity for customers does this exemplify?

Explain and give examples of how packaging protects, communicates, and promotes usage.

Mrs. Butterworth's syrup comes in a bottle shaped like a woman. The intent of this type of packaging is to transfer critical brand messages quickly through design cues since many competitor syrup brands come in teardrop-shaped bottles. The unique shape of the Mrs. Butterworth's bottle fulfils which objective of packaging?