Chapter 9

ABC Automobile Manufacturers is the leading brand in economy cars with respect to gas mileage. When the company decided to make hybrid versions of its cars, its current customers filled the waiting list. Which of the five key brand dimensions is best illustrated in this example?

Brand Loyalty

A new blouse has a label that says it is guaranteed not to shrink or fade as long as it is dry-cleaned and not hand-washed. This is an example of a ________Blank warranty.

Specific

A new car contains a warranty that covers various components of the car. This is a general warranty.

False

After months of in-home research, Kraft discovered that its customers often transferred Chips Ahoy cookies to jars to keep them from going stale. The company solved this problem by creating a patented resealable opening on the top of the bag. This is an example of the ________Blank objective of package design.

Protection

Xia has decided to add the Hulu app to her Roku television. Her friends all watch Hulu and told her that it offers quality programming and is worth the cost. This is an example of which of the three roles that brands play in customer purchase decisions?

Information

A customer's equity with a brand is the difference between the perceived benefits and costs associated with the brand.

True

Brand strategy is a summary of unique qualities attributed to the brand.

False

The more co-branded products a company has, the stronger its brand image because of the increased exposure of the brand to the public.

False

The primary purpose of the package is to promote product purchase.

False

The brand name "'Burt's Bees" is used for a variety of products, including hand and face cream, lip balms, body wash, and makeup. This is an example of a ________Blank strategy.

Family Branding