The Owner of Sorios Lawn Service Is Looking to Buy

Multiple Choice

The owner of Sorios 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 its reputation for dependability and excellent customer service which made him feel more secure and less anxious about choosing this product. Which customer brand role does this scenario exemplify?

A) providing competitors with a benchmark against which to compete
B) helping reassure the customer in the purchase decision
C) offering an effective and efficient methodology for categorizing products
D) offering legal protection for a product through a trademark
E) enabling competitors to build products targeted specifically at the market leader