Exam 8: Build the Brand

Pierre Cardin partnered with several other product manufacturers and attached its name to a wide assortment of products including clothing,housewares,and even cosmetics.Eventually Pierre Cardin wasn't known for anything anymore.This is an example of _____,a disadvantage of co-branding.

Costco and American Express joined together to offer a Costco-American Express card that allows users to get rebates on their purchases at Costco while expanding the reach of American Express to Costco members.This is an example of _______.

On a box of Procter & Gamble's Bounce fabric softener sheets,the brand name "Bounce" is approximately 50 percent of the space on the front panel and the rest of the space is a bright color (orange)with clean fresh images of a sun rising and a green field.This is an example of the _____ requirements of labeling.

Really Big Soaps,the market leader in body wash,sell its products around the country under the same brand.This is an example of _______.

Victorinox,maker of the Swiss Army knife,warrants its knives to be "free from defects in material and workmanship for the entire life of the knife." These is an example of a ________.

James has been to Farm Fresh Ice Cream Shops several times.Based on his previous visits he has developed certain emotional,psychological,and performance expectations for all subsequent visits to Farm Fresh.For instance,he believes he will feel happier when he leaves than when he arrives and that the ice cream will be rich and smooth.This is an example of the _____ dimension of brand equity.

David Aaker defines _____ as "a set of assets (and liabilities)linked to a brand's name and symbol that adds to (or subtracts from)the value provided by a product or service to a firm or that firm's customers."

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 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.

Georgio Armani sells clothes under the Armani Exchange brand,the Emporio Armani brand,and the Armani brand.This is an example of a family branding strategy.

Because Sony has so many different product offerings in various electronics categories,management has found that it is helpful to use brands to keep track of products in each category,Thus,it has different brand names for its televisions,DVD players,and portable music players.This is an example of the _______ role the brand plays for the brand sponsor.

The Symbian operating system came about from the co-branding effort of Nokia,Ericsson,Sony,Panasonic,Siemens,and Samsung.They license Symbian to a number of wireless manufacturers including LG and Fujitsu.This is an example of a(n)_____ type of co-branding relationship.

Procter & Gamble wanted Crest Vivid White Toothpaste to stand out from competitor brand toothpastes on store shelves so it created a standup package and used a graphics-heavy box.This relates to the ______ objective of packaging.

Dave's Donuts decided to enter a co-branding relationship with Sid's Sandwiches in which both companies would have operations in the same retail space.This was beneficial for both because it reduced unused capacity for both as Dave's major usage is in the morning while Sid's is from 11 a.m.until midnight.This is an example of a(n)_____ type of co-branding relationship.

Intel makes a product most people never see; however,it spends a great deal of money building its brand and now people ask for "Intel Inside." This is an example of linking the ______ benefit of brand equity to marketing strategy.

Hazardous materials such as cleaning products,pesticides,and many other items require 14 different pieces of information be included on the label.This is an example of the ______ requirements of labeling.

When a competitor used its logo in a disparaging way in an advertisement,XYZ brand sued.It won the suit on the basis that the competitor violated its trademark.This is an example of the _______ role the brand plays for the brand sponsor.

American Express recently introduced the One card that incorporates the American Express brand as well as its own brand One.This is an example of combining a family brand with _____.

The marketing manager for DRNK Spirits has decided that all of the products his company produced would carry the same brand name of Nightlife.As a result there is Nightlife Ale,Nightlife Lager,Nightlife Vodka,Nightlife Tequila,and Nightlife Whiskey.This is an example of _______.

The owner of Santos 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.This is an example of the _______ role the brand plays for customers.