Exam 11: The Product Experience: Building the Brand

Define brand equity according to David Aaker and list the corresponding dimensions.

What are some of the issues that companies such as Diageo face as they move more into digital marketing to reach younger customers? What are some possible solutions for these problems?

Super-Mart decides to create its own brand of personal care products.It enters into an agreement with a large manufacturer of this type of product to supply them with the products that will carry its newly formed brand's name.This is an example of _______.

The warranty for tires is by the tire manufacturer while warranties for the power train are generally different from the rest of the automobile.These are examples of ________ warranties.

Define brand equity.List and explain the 5 dimensions of brand equity as described by David Aaker.Give examples of each dimension.

The owner of NOP detergents is working with an art designer on the label for a new line of naturally scented detergents.They are trying to come up with the best way to place the brand and logo along with the other required information on the label.They are working on the ________ requirements of labeling.

The warranty on a bottle of Store Brand Pain Relievers says that consumers may return this product if they are dissatisfied with it for any reason.This is an example of a(n)______ warranty.

When a competitor used its logo in a disparaging way in an advertisement, XYZ brand sued.It won the suit on the basis that the competitor violated its trademark.This is an example of the _______ role the brand plays for the brand sponsor.

Explain the customer requirements of labeling and why they are important.Give an example of a company that has done this well.

Define the four typical relationships found in co-branding and give and example of each.

List and explain the benefits of brand equity for customers and brand sponsors.How can each of these be linked to marketing strategy?

Gino always purchases clothing made by S&G Clothing.He tells others about how much he likes their clothes and the good qualities about them.When a shirt he purchased turned out to be defective, instead of switching clothing companies he gave S&G a chance to fix the problems and still shops there.This is an example of the _____ dimension of brand equity.

Explain the advantages and disadvantages of both stand-alone and family branding.Give examples of companies that use each method?

Loyal customers are great advocates for a brand, however blogs and other online communities have yet to become useful tools for marketers to reinforce the brands message because they have not figured out how to best use them.

Intel makes a product most people never see, however it spends a great deal of money building its brand and now people ask for "Intel Inside." This is an example of linking the ______ benefit of brand equity to marketing strategy.

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."

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.

Because she knows that no other single product element conveys more information about the company than the brand, the marketing manager 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.

Identify and explain the boundaries of branding.

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 each other.This is an example of _______.