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Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541 Exercise 90
Chapter 9 discusses brand image and product positioning. Reflect on Hello Kitty as a brand and then answer the following:
a. Describe Hello Kitty's brand image.
b. Based on your answers from the question about co-branding, select a product category from the co-branded Hello Kitty products and brainstorm a short list of competitors in the market for that product category.
c. Construct a perceptual map that includes a Hello Kitty co-branded product and your list of brainstormed products in that category.
d. Write a short narrative describing the process you used to develop the perceptual map and your interpretation of the content of the perceptual map.
a. Describe Hello Kitty's brand image.
b. Based on your answers from the question about co-branding, select a product category from the co-branded Hello Kitty products and brainstorm a short list of competitors in the market for that product category.
c. Construct a perceptual map that includes a Hello Kitty co-branded product and your list of brainstormed products in that category.
d. Write a short narrative describing the process you used to develop the perceptual map and your interpretation of the content of the perceptual map.
Explanation
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Brand image it can be defined as a menta...
Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
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