Exam 11: Managing Successful Products Services and Brands

Brand equity provides a financial advantage for a brand's owner because successful, established brand names have an economic value in the sense that they are

Bayer Aspirin is sold in the original strength, in a safety-coated version, in an extra-strength version, and in a version designed especially for women. Bayer is using a __________ strategy.

If a customer is reluctant to try a new product because he'd have to change his normal everyday behaviors, the company is most likely facing a __________ barrier.

At which stage of the product life cycle is a company likely to have its most complete product line?

Multiproduct branding refers to a branding strategy

Which stage in the product life cycle is characterized by a slowing of total industry sales or product class revenue?

Companies can choose from several different branding strategies. Companies such as Procter & Gamble, with its Tide, Cheer, and Ivory Snow laundry detergents, are using a __________ strategy.

When selecting a brand name, it should: (1) __________; (2) be memorable, distinctive, and positive; (3) fit the company or product image; (4) have no legal or regulatory restrictions; (5) be simple and emotional; and (6) have favorable phonetic and semantic associations in other languages.

The formula __________ is used to calculate CDI.

Every product manufactured by the maker of Slim-Fast carries the Slim-Fast brand name. This company uses

When selecting a brand name, it should: (1) suggest the product benefits; (2) be memorable, distinctive, and positive; (3) __________; (4) have no legal or regulatory restrictions; (5) be simple and emotional; and (6) have favorable phonetic and semantic associations in other languages.

Usually two curves are shown in a figure that represents the stages of the product life cycle. The two curves shown represent total industry sales revenue and total industry profit. Typically what does the lower of the two curves represent?

Pez was originally sold in Europe as an adult

The four steps in building brand equity are: (1) developing positive brand awareness and __________; (2) establishing a brand's meaning in the minds of consumers; (3) eliciting the proper consumer responses to a brand's identity and meaning; and (4) creating an intense, active, and loyal consumer-brand connection.

An integral part of the package that typically identifies the product or brand, who made it, where and when it was made, how it is to be used, and package contents and ingredients is referred to as

The swoosh that appears on every Nike product is an example of a

The largest numbers of product adopters with respect to the diffusion of innovation are found among

Despite the success of its Pentium chips, Intel faced a major threat from competitors such as AMD's K6 chips, which were cheaper and better placed to serve the emerging low-cost PC market. Intel wanted to protect the brand equity and price premium of its Pentium microprocessors, but it also wanted to avoid AMD gaining a foothold into the lower end of the market. So it created Celeron as a cheaper, less powerful version of its Pentium chips to serve this market. This is a notable example of a

Which of the following is not true about a multibranding strategy?

To help differentiate a company's brand from competitors, an improved version is created or new features are added to the original design, and product proliferation occurs in the __________ stage of the product life cycle.