MKTG 426 - Exam #2 (All Solved)

"House of Brands" correct answers B2C "Branded House" correct answers B2B -also called umbrella approach Why a Branded House? correct answers -Relationship marketing approach -- goal is to build relationships with and retain customers over time -Focus on solutions and providing more and more solutions once relationship is established -Focus of branding is on building company reputation: delivering excellent quality, excellent customer services -Trust is key - trust is based on delivering what is promised What's in a name? correct answers *B2B Brand Architecture* -"If promises made under the brand are consistently fulfilled, the brand comes to connote dependability, the converse of risk." -"Build once, apply many times" is the notion behind the House of Brands approach What is brand architecture? correct answers -a firm's collection of brands and their relationships Brand Architecture Example correct answers *B2B Brand Architecture* -Umbrella - used across *multiple products* and services -- Ex: HP -Line - confined to a *particular product or service category* -- laptops, printers, ink, calculators (each of these can be its own brand) -Modifier brands - designate *specific versions within a category* -- all in ones (personal), high-end commercial, laser jet -- all represent different types of printers New Pig Example correct answers -Umbrella Brand = New Pig -Line Brands = universal spill kits, truck spill kits, etc. -Modifier Brands = different sizes of truck spill kits Two Other Prevalent Strategies correct answers -Ingredient Brands -New Brands to Reach Different Target Markets Ingredient Brands/Co-Brands correct answers -make products that go into other companies' products Ex: Intel chip inside another manufacturer's computer Summary correct answers -Focus of B2B branding is on: