Exam 11: The Product Experience: Building the Brand

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.

Even though National Brand pain reliever and Store Brand pain reliever both contain the same amount of Ibuprofen per capsule and are both gel coated, Joan chooses to purchase 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.

James has been to Farm Fresh Ice Cream Shops several times.Based on his previous visits he has developed certain emotional, psychological, and performance expectations for all subsequent visits to Farm Fresh.For instance he believes he will feel happier when he leaves than when he arrives and that the ice cream will be rich and smooth.This is an example of the _____ dimension of brand equity.

One big advantage unbranded products have over branded products is that customers will infer a level of quality from the unbranded product that facilitates their purchase decision.

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

Because he always purchased Harley-Davidson Motorcycles, Cliff does not consider any other brands and makes a quick decision when he is making a purchase in this product category.This is an example of the _______ benefit of brand equity for customers.

One of the drawbacks to a firm that benefits from brand loyal customers is that it suffers from an increased long-term marketing costs giving the brand sponsor less flexibility in the marketing budgets because the loyal customers expect certain marketing events to occur.

One of the key aspects of the label is the inclusion of information to meet federal, state, and local rules and regulations.

List and describe each of the types of labeling requirements and explain why each is important.

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.

The Apple Corporation has a lengthy document specifying exactly who can use its trademarks and how to use them properly.They put forth all this information in an effort to ______ their brand.

How can companies extend their brand? Give an example of a company that has used each method.

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

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.

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

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.

The marketing manager of Avery paper makes sure each package design shows the product clearly on the box; for example, a box of clear white mailing labels shows the label and how it can be utilized.He is focusing on the ______ objective of packaging.

Coke's packaging has red as the dominant color to express the brand as active and energetic while Pepsi uses blue to present itself as fresh and relaxed.The colors reflect the brand and are carried through in the package design.These are examples of the _____ element of effective packaging.

The manufacturers of Fast Peddle Bikes offer a warranty that states that the gear shifting mechanism for their product will work consistently and be free of mechanical defects for 5 years.This is an example of a(n)______ warranty.

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.