Exam 8: Build the Brand

When Toyota,Honda,and Nissan created luxury cars,they realized the need to create a new brand because the target markets would be less willing to accept their current brands in a luxury automobile.This is because the luxury lines would not fit with the ________ that customers held.

Heinz recently changed the shape of its ketchup packages from a pouch to a tub because product testing revealed that the tubs created less mess for consumers.This is an example of the ______ objective of packaging.

The advantages of family branding include that they are less expensive to create and that there is protection for the brand if one of its members has a problem.

When Maria purchases laundry detergent she is able to easily recall and process information about Tide,but this does not happen for other brands.This is an example of the _______ benefit of brand equity for customers.

Companies with a well-known brand and a loyal customer base spend less on advertising than companies with an unknown brand and low customer loyalty.This is an example of how brand loyalty can influence strategy.Since customers make brand connections,marketing managers generally want to extend the brand to new products,no matter how well they fit with the existing perception of the brand as long as the extension is into a profitable category.

______ is defined as a summary of unique qualities attributed to the brand.

The American Marketing Association defines _____ as "a name,term,sign,symbol,or design,or a combination of them,intended to identify the goods or services of one seller or groups of sellers and to differentiate them from those of competitors."

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.

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 _______.

Heinz revolutionized the industry when it introduced its inverted bottle because consumers had complained for years about how hard it was to get out that last bit of ketchup.The company spent three years designing the convenient container,which is equipped with a vacuum cap that stops crustiness from forming around the lid.This is an example of the _______ objective of package design.

The owner of Tiny Tots Baby Food is redesigning the package for her product.She is trying to select a color that is both comforting and natural as well as a shape that is distinctive so that her brand is easy to identify and distinguish from it main competitors.She is focusing on the ______ element of effective packaging.

XYZ tissues decided to change the shape of its tissue box from a cube into a sphere because consumers thought the sphere was more visually pleasing.The change in shape represents a(n)_____ change to packaging.

The company brand roles are legal protection for the product and offer an effective and efficient methodology for distributing products.

Because she knows that no other single product element conveys more information about the company than the brand,the marketing manager of XYZ Shoes is concerned with ____ as an integral part of the product development process.Even though XYZ offers an established product,it is defined,in large measure,by its brand,and the marketing manager works very hard to protect this critical asset.

The Food and Drug Administration requires all processed-food companies to provide detailed nutritional information clearly identifying calories,fats,carbohydrates,and other information.This is an example of a(n)________ requirement of labeling.

Licensing joins two or more well-known brands in a common product or takes two brands and markets them in partnership.

The marketing manager of QRS Children's Furniture is designing a new label for her line of highchairs.The two key aspects of the label that she is working on are the assembly instructions and the simple usage instructions.These are examples of the ________ requirement of labeling.

To create a brand identity there must be real,identifiable,and meaningful differences among products.

Courtney always purchases Coke products.She doesn't even consider other beverages when they are cheaper than Coke.This is an example of the _______ benefit of brand equity for customers.

The perceived quality of a brand enables companies to extend the product range,can lead to a price premium opportunity,and is an excellent differentiator in the market.