Think of your brand relationships. Can you find examples of brands that fit into Fournier’s different categories?
Answer to relevant QuestionsCan you think of any negatively correlated attributes and benefits other than those listed in Figure 2-6? Can you think of any other strategies to deal with negatively correlated attributes and benefits? Can you think of some general guidelines to help marketers “mix and match” brand elements? Can you ever have “too many” brand elements? Which brand do you think does the best job of “mixing and matching” brand ...Run an experiment to see if you can replicate the Mason Haire instant coffee experiment (see Branding Brief 9-2). Do the same attributions still hold? If not, can you replace coffee with one brand combination from another ...Do you think the Dow Chemical corporate image campaign described in this chapter will be successful? Why or why not? What do you see as key success factors for a corporate image campaign? Pick a product category. How are different leading brands targeting different demographic market segments?
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