Exam 11: The Product Experience: Building the Brand

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

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 _____ type of co-branding relationship.

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 _______.

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

What are the implications of the dimensions of brand equity for marketing managers?

When Apple introduced the i-Phone in order to reach the corporate mobile user, it had to develop features that would attract this market.However, it had to deal with the offerings of market leader Research in Motion, so when the engineers were designing the i-Phone they used the Blackberry as a comparison point.This is an example of the _______ role the brand plays for the brand's competitors.

Starbucks has a relatively small advertising budget because it is so well known that it doesn't need to spend much money raising brand awareness.This is an example of the _______ benefit of brand equity for brand sponsors.

Many Harley-Davidson owners have tattooed the company logo on their body.The HOG (Harley Owners Group)boasts a large membership willing to spend a lot of money on all things Harley.Indeed, Harley-Davidson has come to symbolize more than a motorcycle; it is a lifestyle.This is an example of _____ customers.

The marketing manager for ABC Appliances is working on the warranty for their new line of dishwashers.She is considering a 2-year total warranty based on costs, but the competition offers a 4-year total warranty and a 5-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.

The key benefit of Stand-alone brands is that they separate the company from the brand, which insulates the company if there is a problem with the brand.

The major objectives of packaging are to protect the product, communicate information about the product, and encourage product use.

The manufacturer of Tiny Bubbles, a laundry detergent, is redesigning his package.He wants the shape to be distinctive in the hope that it will distinguish his brand from the competition because he knows that a unique package can be a deciding factor at the point of sale.He is focusing on the ______ objective of packaging.

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."

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.

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

ABC Pasta has developed a strong brand name in the dry pasta market place 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.

Define licensing and explain its benefits and key considerations.Give an example of a good use of licensing.

Diageo, a maker of premium spirits and other alcoholic drinks has created a virtual bar to reach _____, especially those in Generation Y who are most comfortable online and receive most of the information over the Internet.

List and explain the package objectives as they relate to branding and list and explain what makes for effective packaging.

Define the term brand and explain what makes up a brand.Why is it an important part of a successful offering and what are the boundaries of branding?