Brand characteristics that are symbolic and functional merge well to make attractive and memorable brands. (a) Critically analyze and discuss the benefits and pitfalls of branding. Use real-life examples to support and illustrate any arguments you make. (b) Identify two types of brand characteristics and explain how these work together or separately to make the brand effective for its producers. Use any two (2) organizations and their respective brands to support your argument.

Brand characteristics that are symbolic and functional merge well to make attractive and memorable brands. (a) Critically analyze and discuss the benefits and pitfalls of branding. Use real-life examples to support and illustrate any arguments you make. (b) Identify two types of brand characteristics and explain how these work together or separately to make the brand effective for its producers. Use any two (2) organizations and their respective brands to support your argument.

Marketing

20th Edition

ISBN:9780357033791

Author:Pride, William M

Publisher:Pride, William M

Chapter7: Consumer Buying Behavior

Section: Chapter Questions

Problem 2DYMP

See similar textbooks

Similar questions

What are the three stages marketers use to measure brand loyalty? 2. Identify and briefly describe the different types of brands. 3. Why is brand equity so important to companies?
Can you think of some general guidelines to help marketers mix and match brand elements? Can you ever have “too many” brand elements? Why?/Why not? Select a motor vehicle brand you think does the best job of mixing and matching brand elements and explain how they achieve this?
. . In what ways can a brand effectively communicate its values and identity to build a strong brand image?
Pick a product that comes in a jar or bottle that advertises benefits to your urinary system: 1) What is this product? 2) How does it benefit your urinary system in detail down to the cellular level. 3) What urinary ailments does it claim to fix? 4) Are the studies underlying these beneficial effects fully legitimate? For example, do they come from within-company sources or from outside reviewers?
should a marketing plan be created for each and every product under a single brand or should the marketing plan be for the brand itself? Explain.
What are the most effective ways to communicate a brand's values and beliefs to customers?
Select a single brand practice - e.g., recruitment, on-boarding (induction), training, reward, and recognition - and describe how you can better bring the brand to life through this. How might the change you propose better get people to understand and accept the brand, become advocates, and/or ensure that people's actions better deliver on the brand promise going forward?
Analyze Kinsip’s product mix from the perspective of sensory experience for the How does hand sanitizer compare to the rest of Kinsip’s product mix? Assess the strategic advantages and disadvantages of including hand sanitizer in Kinsip’s product Explore possibilities for rebranding the hand sanitizer. Discuss whether this would add value for the consumer and be advantageous for
Define relationship marketing and how it might fit into the mission or vision for any given product in the overall organizational plan? How can the marketing mix elements of branding and advertising use relationship marketing to increase customer satisfaction with a brand?
Brand Equity is the differential effect that knowing the brand name has on customer response of the product or its marketing. Young @ Rubicam's Brand Asset Evaluator measures brand strength along four consumer perception dimensions: differentiation, relevance, knowledge and esteem. Do some research and find a company that has done a good job establishing brand equity. Describe which one or more of the four dimensions the company targets in its equity efforts.
Brands compete in markets and markets evolve. Some markets are emerging, while others are growing, maturing or declining. The nature of customers' needs and competitive intensity varies as markets move through their lifecycle. A challenge for marketers is to understand the size and nature of a target market, and to use good judgment to anticipate how that market will evolve going forward. Such knowledge will help marketers make better decisions, which in turn should support favorable marketing performance as measured by marketing margin and ROMI. Please create a thread and in it provide the following in a brief summary: Choose a market for a product or service of interest to you. The market can be business to consumer (B2C) or business to business (B2B). The geographic scope of your market can be limited (e.g., the City of Hartford), expansive (e.g., the world) or somewhere in-between, but you must specify it. Using data from any existing publicly available source(s), describe the…
Can a target market be identifiable, sizable and accessible, but not consistent with the brand? Explain and provide example.