Exam 11: The Product Experience: Building the Brand

Recently, Mercedes-Benz quietly reduced its warranty coverage by eliminating some free scheduled maintenance because the expense for the firm was too high.At the same time, Hyundai and others have expanded their warranties to build consumer confidence in their cars.They realize that extending the period of warranty coverage demonstrates they are making better cars in a very tangible way.These are examples of firms considering the ______ of the product warranty.

Lucky's Lettuce has spent much time and money over the past several years trying to become the premium brand for lettuce.However managers are finding it very difficult to build a strong brand because of the commodity nature of lettuce.This is an example of the ______ limitation of branding.

NRG Beverages and DRNK Spirits are considering co-branding an energy drink that also contains alcohol.The critical decisions in this type of relationship revolve around _____ for each firm.

The Symbian operating system came about from the co-branding effort of Nokia, Ericsson, Sony, Panasonic, Siemens, and Samsung.They license Symbian to a number of wireless manufacturers including LG and Fujitsu.This is an example of a _____ type of co-branding relationship.

Describe the roles a brand plays for its company.

When customers see the logo of McDougal's restaurant, they think of decent food served quickly in a clean, family friendly environment.This is an example of the _______ role the brand plays for customers.

The Food and Drug Administration requires all processed-food companies to provide detailed nutritional information clearly identifying calories, fats, carbohydrates, and other information.This is an example of a ________ requirement of labeling.

Coke's distinctive contour bottle design is so unique the package can be identified in the dark.Additionally, packaging offers the company the opportunity to present the trademark, logo, and other relevant information in an appealing and persuasive manner.This relates to the ______ objective of packaging.

Dell used its brand to expand into new areas including printers and consumer electronics such as LCD and plasma televisions.Dell engaged in a ______ extension.

Explain the communication objective of packaging and give an example of how a specific product uses its packaging to meet this objective.

The marketing manager of Super Fresh Frozen Vegetables is working on the package for a new line of self-steaming microwaveable vegetables.He wants the package to show a physically fit individual happily eating the product and how to work the steamer packaging.He is focusing on the ______ objective of packaging.

How does the American Marketing Association define a brand and why is a strong brand important?

Brand loyal customers tend to spend more time gathering information about a purchase and spend longer in the purchase decision process because they want equal information about all brands, not just those they have experienced.

Describe the difference between national and store brands and the advantages/disadvantages of each.Give an example of each.

LMN Spirits created a digital nightclub as a way to reach younger customers in Generation X and Gen Y.It felt that this second life hang out would positively influence the value of its brand.However, they did not verify the ages of users and created a national stir when it was discovered that up to 30% of the users were under the legal drinking age of 21.Its failure to meet the industry's ethical guidelines about promoting products to minors lead to a sharp decrease in the value of LMN's brand.This is an example of the ______ limitation of branding.

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

Robitussin redesigned its packaging to provide specific product use information to help parents make a purchase decision and to inform them about proper product usage.The package lists four key pieces of information: the product's formulation, whether it is drowsy or non-drowsy, the symptoms it treats, and the recommended age for usage.This is an example of meeting the ________ requirements of labeling.

The owner of Tiny Tots Baby Food is redesigning the package for her product.She is trying to select a color that is both comforting and natural as well as a shape that is distinctive so that her brand is easy to identify and distinguish from it main competitors.She is focusing on the ______ element of effective packaging.

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

Explain the key aspects of effective packaging and give an example of a company that uses these well.