Exam 8: Build the Brand

The manufacturer of Fast Peddle Bikes offers a warranty that states that the gear-shifting mechanism for its product will work consistently and be free of mechanical defects for five years.This is an example of a(n)______ warranty.

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

Nickelodeon and Marriott partnered to create a kid-friendly chain of vacation-oriented hotels.This is an example of a(n)_____ type of co-branding relationship.

A customer is comparing two different cars advertised online.She isn't sure which will be of higher quality.Then she notices that one brand is a Lexus while the other is a brand she hasn't heard of before.In this case the Lexus brand provides _____ to the consumer.

XYZ 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.This is an example of the _______ benefit of brand equity for brand sponsors.

When consumers see an apple with a single bite taken out of the right side,several small electronic devices such as iPhones,iPods,or iPads might come to mind.This occurs because consumers form a _____ between the logo and electronic devices.

The two primary advantages of brand connections for customers are that they connect information with a brand they know rather than sort through information on unfamiliar brands,and strong brands generate a more positive attitude toward the product.

The marketing manager of Store Brand Pain Reliever is designing the package for its new gel-coated capsules.Her main concerns are to design a package that prevents tampering on the shelf and keeps children from accessing the product without adult assistance.She is focusing on the ______ objective of packaging.

Porsche was able to successfully introduce the Cayenne SUV as the first high-performance sporty SUV.Because the company's brand had high _____ it was able to introduce a product into a category that,to that point,had not been considered a "sports vehicle."

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

Dell used its brand to expand into new areas including printers and consumer electronics such as LCD and plasma televisions.Dell engaged in a ______ extension.

The St.Louis Rams pump the smell of candy cane's into their stadium because the team feels that the scent adds to the _____ experience.

The marketing manager of NRG Beverage Company is revamping the product's label to carry a better product image,and more relevant messages.He is designing the ________ requirements of labeling.

Because of its reputation for excellent flavor and increasing energy,NRG Beverages is able to charge a price premium for its products.However,NRG must continue to validate the reasons for this premium price to its customers.This is an example of linking the ______ benefit of brand equity to marketing strategy.

Robitussin redesigned its packaging to provide specific product use information to help parents make a purchase decision and to inform them about proper product usage.The package lists four key pieces of information: the product's formulation,whether it is drowsy or nondrowsy,the symptoms it treats,and the recommended age for usage.This is an example of meeting the ________ requirements of labeling.

The marketing manager for ABC Corp.is about to launch a new product.He is concerned about coming up with a combination of name,symbol,and design to identify the new product and to differentiate from the competition.He is trying to come up with the _____ for the product.

A key advantage of a brand sponsor is that loyalty is transferred from the well-known sponsor brand to the less-known brand.

The producers of a successful animated television program for children entered in agreements with restaurants and toy manufacturers right to use the brand in exchange for a set fee or percentage of sales.This is an example of _______.

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 the product warranty.

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 a(n)_______.