Chapter 11 (Application Exercise)

Question based on "Three Stripes: Branding at adidas" case study. When adidas makes endorsement deals with athletes and other celebrities, the company wants to make sure that the endorser's personality fits the brand's desired image. In other words, adidas wants to ensure that the endorser creates the right type of brand

Associations.

Question based on "Three Stripes: Branding at adidas" case study. If adidas were to conduct a survey to find out what percentage of consumers could identify the "three stripe" logo as belonging to the adidas brand, which aspect of brand equity would they be measuring?

Brand Awareness

Question based on "Three Stripes: Branding at adidas" case study. Suppose that adidas collaborated with the NFL to create a series of sports shoes and apparel incorporating the colors and logos of the various NFL teams, and bearing both the adidas and NFL brands. This would be an example of what branding tactic?

Co-branding

Question based on "Three Stripes: Branding at adidas" case study. Originally, all adidas products were marketed under the adidas brand name. This is an example of what brand naming strategy?

Family Brand

Branding Strategies A brand name can add value to a product beyond its physical and functional characteristics. However, marketers often need to make very tough decisions regarding the basic positioning of the brand. The following exercise requires you to distinguish between the various branding strategies marketers use. Firms institute a variety of brand-related strategies to create and manage key brand assets such as the decision to own the brands, establishing a branding policy, extending the brand name to other products and markets, cooperatively using the brand name with that of another firm, and licensing the brand to other firms. Brand can be owned by any firm in the supply chain, whether manufacturers, wholesalers, or retailers. There are two basic brand ownership strategies: manufacturer brands and private-label brands. Match the branding strategy to the appropriate example.

Kellogg's Cereals = Family Brand Famous Amos Cookies = Individual Brand Colgate Toothbrushes = Brand Extension KFC and Taco Bell = Co-branding Prada-designed LG Cell Phone = Licensed Brand

Types of Products Consumer products are products and services used by people for their personal use. Marketers categorize consumer products into several categories; this helps marketers determine the appropriate pricing, promoting, and placement strategy. In this activity, you will be asked to determine which product falls into which category. Marketers classify consumer product by the way the products are used and the way that they are purchased. Four main product categories include specialty goods/services, shopping goods/services, convenience goods/services, and unsought goods/services. Match the product type to the appropriate example of a "real-life" product.

Milk = Convenience Product Limited Edition Ford Mustang = Specialty Product Perfume = Shopping Product Life Insurance = Unsought Product

Question based on "Three Stripes: Branding at adidas" case study. Why did adidas introduce several sub-brands, including "Performance" and "Neo"?

To serve different target markets.