91. How does the American Marketing Association define a brand and why is a strong brand important? 92. Ralph and Marie are buying Lisette, their 16 year-old daughter, her first car. Consider the product experience from the parent’s point of view and Lisette’s point of view. Why is this perspective important to marketers? 93. Define product. What is the difference between product and product item?
91. How
does the American Marketing Association define a brand and why is a strong
brand important?
92. Ralph
and Marie are buying Lisette, their 16 year-old daughter, her first car.
Consider the product experience from the parent’s point of view and Lisette’s
point of view. Why is this perspective important to marketers?
93. Define
product. What is the difference between product and product item?
94. Identify
and explain the boundaries of branding.
95. Define
brand equity according to David Aaker and list the corresponding
dimensions.
96. What
are the implications of the dimensions of brand equity for marketing
managers?
97. What
is an essential benefit? List five products and their essential benefits.
98. How
do the essential benefit and the core product relate? Why is this
important?
99. What
is an enhanced product? Give an example.
100. Explain
the advantages and disadvantages of both stand-alone and family branding. Give
examples of companies that use each method.
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