Exam 11: The Product Experience: Building the Brand

American Express recently introduced the One card that incorporates the American Express brand as well as its own brand One This is an example of combining a family brand with _____.

The marketing manager of NRG Beverage Company is revamping the product's label to carry a better product image, and more relevant messages.He is designing the ________ requirements of labeling.

The marketing manager of QRS Children's Furniture is designing a new label for her line of highchairs.The two key aspects of the label that she is working on are the assembly instructions and the simple usage instructions.These are examples of the ________ requirement of labeling.

The major advantage of brand connections for the brand sponsor is that it is a barrier to entry for potential competitors, especially for smaller firms that lack brand recognition.

Costco and American Express joined together to offer a Costco-American Express card that allows users to get rebates on their purchases at Costco while expanding the reach of American Express to Costco members.This is an example of _______.

Dave's Donuts decided to enter a co-branding relationship with Sid's Sandwiches in which both companies would have operations in the same retail space.This was beneficial for both because it reduced unused capacity for both as Dave's major usage is in the morning while Sid's is from 11 AM until midnight.This is an example of a _____ type of co-branding relationship.

Brand loyal customers are less forgiving of problems related to the brand, which hinders the company's ability to respond to a negative experience.

XYZ brand is the market leader in small appliances.Its brand is also the strongest in the category and customers identify with the brand.Because of the strength of its brand, other competitors are finding it difficult to successfully enter the marketplace.This is an example of the _______ benefit of brand equity for brand sponsors.

List and define the 4 basic strategic decisions in defining a brand.Describe the options along with their advantages and drawbacks available for each decision.

Doubletree Hotels has the smell of chocolate chip cookies infused into its lobby because it feels that the scent adds to the _____ experience.

Explain how the perceived quality aspect of brand equity benefits both customers and the brand sponsor.

The marketing manager for ABC Corp.is about to launch a new product.He is concerned with coming up with a combination of a name, symbol, and design to identify the new product and to differentiate from the competition.He is trying to come up with the _____ for the product.

Because of its reputation for excellent flavor and increasing energy, NRG Beverages is able to charge a price premium for its products.However, NRG must continue to validate the reasons for this premium price to its customers.This is an example of linking the ______ benefit of brand equity to marketing strategy.

List and explain the roles that brands play for customers, the company and competitors give examples of a brand performing each role.

The two primary advantages of brand connections for customers are that they connect information with a brand they know rather than sort through information on unfamiliar brands, and strong brands generate a more positive attitude toward the product.

The marketing manager of Store Brand Pain Reliever is designing the package for their new gel coated capsules.Her main concerns are to design a package that prevents tampering on the shelf and keeps children from accessing the product without adult assistance.She is focusing on the ______ objective of packaging.

Explain how a brand's packaging can help promote usage and give an example of a company that does this.

The owner of Santos Lawn Service is looking to buy a new lawn tractor, a major purchase and significant financial investment.The owner decides to purchase a Dixie Chopper because of their reputation for dependability and excellent customer service.This is an example of the _______ role the brand plays for customers.

Explain the protection objective of packaging and give examples of the considerations a firm must make regarding this objective.

The strongest form of brand equity that reflects a commitment to repeat purchases is brand loyalty.