Exam 8: Build the Brand

Gino always purchases clothing made by S&G Clothing.He tells others about how much he likes their clothes and the good qualities about them.When a shirt he purchased turned out to be defective,instead of switching clothing companies he gave S&G a chance to fix the problems and still shops there.This is an example of the _____ dimension of brand equity.

Procter & Gamble co-branded its Tide detergent and Downy fabric softener to create Tide Simple Pleasures and Downy Simple Pleasures in the U.S.market.In England,the company co-branded its Bold and Lenor detergents,creating a premium brand called Bold Infusions and Lenor Infusions.These are examples of a(n)_____ type of co-branding relationship.

LMN Spirits created a digital nightclub as a way to reach younger customers in Generation X and Generation Y.It felt that this second-life hangout would positively influence the value of its brand.However,it did not verify the ages of users and created a national stir when it was discovered that up to 30 percent of the users were under the legal drinking age of 21.Its failure to meet the industry's ethical guidelines about promoting products to minors led to a sharp decrease in the value of LMN's brand.This is an example of the ______ limitation of branding.

The blue colored box that jewelry from Tiffany & Co.comes packaged in is widely recognized by consumers.This is an example of the ______ role of packaging.

Brands such as Crest,Tide and Gillette,which are sold under the same name throughout the country,are known as store brands.

Super-Mart decides to create its own brand of personal care products.It enters into an agreement with a large manufacturer of this type of product to supply Super-Mart with the products that will carry its newly formed brand's name.This is an example of _______.

The strongest form of brand equity that reflects a commitment to repeat purchases is brand loyalty.

Listerine mouthwash sells for $2 more than Target's Up & Up brand mouthwash even though both products contain the same ingredients and are manufactured by the same company.This is because _____ brands can command a price premium.

When customers see the logo of McDougal's restaurant,they think of decent food served quickly in a clean,family-friendly environment.This is an example of the _______ role the brand plays for customers.

Yum Brands brings together its Taco Bell,Pizza Hut,and KFC brands under one roof in various locations.This is an example of a(n)______ type of co-branding.

Even though a national brand pain reliever and a store brand pain reliever both contain the same amount of ibuprofen per capsule and are both gel coated,Joan chooses to purchase the national brand because she thinks it will work better based on the brand name alone.This is an example of the _______ benefit of brand equity for customers.

Loyal customers are great advocates for a brand; however,blogs and other online communities have yet to become useful tools for marketers to reinforce the brand's message because they have not figured out how to best use them.

One big advantage unbranded products have over branded products is that customers will infer a level of quality from the unbranded and give the customer a reason to buy.

XYZ is a new hotel chain and is relatively unknown among Disney park visitors.However,because Disney has attached its name to the hotel,most rooms are booked every night.This is probably because customers associate Disney with quality and so they also expect XYZ to be a high-quality hotel.This is an example of the __________ benefit of brand equity.

The SpongeBob SquarePants cartoon characters can be found on clothing items,snacks,and toys,yet the movie producer doesn't produce any of these items.This is an example of licensing the brand name to other types of product manufacturers.

A good branding strategy can overcome a product that fails to deliver on the value proposition by infusing it with the brand image.

Brand loyalty develops when customers develop a number of emotional,psychological,and performance links with a brand.

Successful marketing strategy builds quality into only the product in order to validate a price premium.

Harley-Davidson introduced a cologne.While the Harley brand has a large and loyal customer base,the cologne was not successful.This is an example of the ______ limitation of branding.

Over the years Athena Footwear had developed a reputation as a high-quality brand of shoes at a moderate price point.Recently it decided to introduce a low-price line of shoes; however,the new line suffered from poor performance and durability,and if the shoes in the new line got wet,the colors would bleed.Because of these problems,the sales of new line shoes were poor and the value of Athena Footwear's brand dropped significantly.This is an example of the ______ limitation of branding.