James Hardie Began Selling Fibre Cement Siding Products in the United

Multiple Choice

James Hardie began selling fibre cement siding products in the United States in 1989 to leading builders,lumberyards,and home improvement centres.Even though ads guaranteed the product would not rot or crack for 50 years,many builders hated the product.It was heavy to install,and it showed every flaw in a bad framing job.In 1997,Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong,weather-resistance materials.As a result,consumers began to request that the product be used by their builders or remodellers.Trade ads were used to explain how builders could take advantage of this interest created by ads in lifestyle magazines.By 2000,the Hardieplank was the number-one brand siding in North America.James Hardie is now the third most recognized brand of building material in the world.
-Refer to Hardie Siding Products.Since all of the siding products sold by Hardie are sold under the Hardie brand name,it is clear that the company uses what type of strategy?

A) repositioning
B) cobranding
C) family branding
D) private branding