Select a product category of personal interest and analyze the brand names for three competitive brands in that category. Analyze each brand name in terms of the fundamental requirements that were described in the chapter. Order the three brands according to which has the best, next best, and worst brand name. Support your ranking with specific reasons.
Answer to relevant QuestionsBased on your personal experience in using smartphones, propose a design change for a new smartphone that, in your view, would make it a success among consumers in your age group. Based on the new attributes/benefits that ...What is your opinion of the defense Kraft used in claiming that calcium is an immaterial product attribute? What is your opinion regarding the ethics of product placements (e.g., cigarettes, alcohol) in movies targeted at children? Identify the arguments on both sides of the issue, and then present your personal position. In Chapter 2 you read about “leveraging” (refer to Figure 2.5) as one of the ways by which brand associations are created. Relate that discussion to the concept of imbuing a brand with meaning by pulling existing meaning ...Online advertisements must draw attention away from consumers’ primary goals for using the Internet, namely, entertainment and informational pursuits. Expose yourself to some current online ads and then identify and ...
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