In general, which of the following is not something marketers use to try to control the...
In general, which of the following is not something marketers use to try to control the associations we make with their brands?
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Packaging |
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Spokespeople |
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Slogans |
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Jingles |
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Pricing strategy |
What is the only acceptable reason for changing the name of a long standing brand?
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When the brand wants to introduce new products |
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When consumers ask them to do so |
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To keep up with the times |
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When there are strong negative associations with the brand |
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When competitors are updating their own brands |
Which of the following products is most likely to deliver abstract emotional benefits?
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A set of tools |
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A calculator |
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A dishwasher |
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An umbrella |
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Designer blue jeans |
Homework Answers
Answer 1: Option E
Explanation: Pricing strategy is not used by marketers to control the associations which customers make with the product. While customers do make associations with a brand through packaging, jingles, slogans, and spokespeople associated with the brand.
Answer 2: Option D
Explanation: When the brand possesses strong negative associations with itself, it is an acceptable reason for the brand to change its name.
Answer 3: Option E
Explanation: A pair of designer blue jeans is most likely to deliver emotional benefits as it falls in the exclusive category and the customer would be willing to pay extra for its exclusivity.
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