Exam 11: The Product Experience: Building the Brand

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

Over the years Athena Footwear had developed a reputation as a high quality brand of shoes at a moderate premium 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 were poor and the value of Athena Footwear's brand dropped significantly.This is an example of the ______ limitation of branding.

The owners of ABC Medical Equipment has been developing the brand equity of their MRI and CAT Scan equipment.Now when some one 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.

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

Because Sony has so many different product offerings in various electronics categories, management has found that it is helpful to use brands to keep track of products in each category, Thus, they have different brand names for their televisions, DVD players, and portable music players.This is an example of the _______ role the brand plays for the brand sponsor.

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

Lexus enjoyed an advantage by making it much easier for local dealers to deal with warranty problems, thereby keeping the customer happy.This shows the importance of the _________ communicated by a warranty.

The marketing manager for DRNK Spirits has decided that all of the products his company produced would carry the same brand name of Nightlife.As a result there is Nightlife Ale, Nightlife Lager, Nightlife Vodka, Nightlife Tequila, and Nightlife Whiskey.This is an example of _______.

On a can of Coke, the package is a significant component of the product's overall cost so there is concern about any increases in package cost.However, the can must be strong enough to hold the carbonated beverage under variations in temperature and other use conditions.Additionally, Coca-Cola must consider a variety of package materials, sizes, and shapes, and it must design each to operate more or less the same under a variety of situations.These are all considerations when thinking about the ______ objective of package design.

Describe the roles a brand plays for customers.

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.

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.

Explain the difference between a general and a specific warranty.Give an example of each.

Define co-branding, specify what makes for a successful co-branding relationship, and list and describe the types of co-branding relationships.Give examples of each type of relationship.

Define the two types of warranties, describe the role that warranties play in the branding of a firm's offering and explain the considerations firms must have when designing their warranties.

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

The disadvantages of family branding include that they are expensive to create and that there is no protection for the brand if one of its members is has a problem.

Hazardous materials such as cleaning products, pesticides, and many other items require 14 different pieces of information be included on the label.This is an example of the ______ requirements of labeling.

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

Really Big Soaps, the market leader in body wash, sell its products around the country under the same brand.This is an example of _______.