Exam 8: Build the Brand

Mrs.Butterworth's syrup comes in a bottle shaped like a woman.Many competitor syrup brands come in teardrop-shaped bottles.The unique shape of the Mrs.Butterworth's bottle is an example of the ______ objective of packaging.

Over the years Maytag has earned a reputation as reliable and durable,so when John decided to buy a new Maytag washing machine,he was willing to pay more for it.This is an example of the _____ dimension of brand equity.

Colgate Palmolive reported fake Colgate toothpaste being shipped in phony packages in the United States.It was not clear where the fake toothpaste originated,but Colgate and other packaged goods companies took a number of steps to reduce counterfeit packaging.Document Security Systems works with manufacturers to make their packaging more secure.This is part of the _____ objective of packaging.

KFC is very protective of its "Seven Herbs and Spices" recipe intellectual property,which,in the view of the company,gives them a significant competitive advantage over other chicken restaurants,and will use any legal resource available to protect its patented formula.This is an example of the _____ dimension of brand equity.

International Delight coffee creamers frequently adds new flavor offerings to its product offerings.This would be an example of a ______ extension.

The marketing manager of Super Fresh Frozen Vegetables is working on the package for a new line of self-steaming microwaveable vegetables.He wants the package to show a physically fit individual happily eating the product and how to work the steamer packaging.He is focusing on the ______ objective of packaging.

The marketing manager for ABC Appliances is working on the warranty for the company's new line of dishwashers.She is considering a two-year total warranty based on costs,but the competition offers a four-year total warranty and a five-year mechanical warranty.She is worried that the shorter warranty she is planning will make customers think that ABC's dishwashers are inferior in quality.She should think about the _______ of the warranty.

ABC Pasta has developed a strong brand name in the dry pasta marketplace based on its texture and taste.Through its strong brand,ABC was able to introduce a successful line of sauces under the same brand name.This is an example of the _______ benefit of brand equity for brand sponsors being used to extend the product range.

The three customer brand roles are conveying information and educating and reassuring the customer during the purchase decision.

The owners of ABC Medical Equipment has been developing the brand equity of their MRI and CAT scan equipment.Now when someone mentions ABC's machines,radiologists and hospital purchasing agents usually say that they have heard of ABC's offerings and are interested in learning more about them.This response signals a familiarity and potential commitment to the brand.They have achieved the _____ dimension of brand equity.