Exam 9: Build the Brand

A company can use its brand to expand into new product types. This is known as a ________.

Warranties that make broad promises about product performance and customer satisfaction are known as ________ warranties.

Brand-loyal customers are less forgiving of problems related to the brand, which hinders the company's ability to respond to a negative experience.

Z brand is the market leader in small appliances. Its brand is also the strongest in the category and customers identify with the brand. Because of the strength of its brand, other competitors are finding it difficult to successfully enter the marketplace. Which of the following benefits of brand equity for brand sponsors does this exemplify?

Mercedes-Benz offers a lifetime roadside assistance warranty on all of its vehicles, which shows that Mercedes is committed to customer service. This is an example of the ability of a warranty to ________.

The owner of NOP Detergents is working with an art designer on the label for a new line of naturally- scented detergents. They are trying to come up with the best way to place the brand and logo along with the other required information on the label. They are working on the ________ requirements of labeling.

When a competitor used its logo in a disparaging way in an advertisement, Max Corp. sued. It won the suit on the basis that the competitor violated its trademark. Which company brand role does this scenario exemplify?

Which of the these reflects a customer brand role?

Products such as Crest, Tide, and Gillette that are sold under the same brand throughout the country are known as store brands.

In an attempt to reduce product thefts in retail stores, companies include antitheft methodology, such as bar coding or magnetic stripes, in the package design that discourages shoplifting. Which of the following package objectives does this exemplify?