MKTG 524 Ch 11
An existing business can be energized by: - correct answer-Innovating to improve the
offering
energizing the brand and marketing
increasing existing customer's usage
brand differentiators - correct answer-an actively managed, branded feature, ingredient or
technology, service, or program that creates a meaningful, impactful point of differentiation
for a branded offering over and extended time period.
EX: Westin hotel created "Heavenly Bed" with customer mattress, blankets, sheets, etc. It
was truly a better bed and addressed the hotel's promise of providing a good night's sleep
Brand energizer examples - correct answer-Valvoline oil sponsorship with NASCAR
LeBron James endorsing Nike, Beats
Oscar Mayer Weinermobile branded promotional activities
P&G's Mr. Clean as a branded symbol
Mark Zuckerberg CEO of Facebook
brand energizers - correct answer-sponsorships
endorsers
promotions
symbols
social programs
CEOs
Etc.
Branded Feature - correct answer-General Motor's OnStar signals superior performance
Branded Ingredient/Technology - correct answer-Uniqlo's Heattech, fabric that absorbs body
moisture and turns it to heat so that clothing can keep people warm without layering
Branded Program - correct answer-Harley-Davidson Ride planner provides a way to deepen
customer relationships
Branded Service - correct answer-Tide Stain Detective provides stain removal info on tide
website and provides credibility to Tide
Branding the innovation - correct answer-can enhance the impact of an innovation and
extend its life in the minds of customers
Own the innovation: better withstand competition
add credibility/legitimacy: brand signals worth
can make the innovation visible: achieve higher recall and recognition
aids in making communication more efficient and feasible: can represent complex narrative
An existing business can be energized by: - correct answer-Innovating to improve the
offering
energizing the brand and marketing
increasing existing customer's usage
brand differentiators - correct answer-an actively managed, branded feature, ingredient or
technology, service, or program that creates a meaningful, impactful point of differentiation
for a branded offering over and extended time period.
EX: Westin hotel created "Heavenly Bed" with customer mattress, blankets, sheets, etc. It
was truly a better bed and addressed the hotel's promise of providing a good night's sleep
Brand energizer examples - correct answer-Valvoline oil sponsorship with NASCAR
LeBron James endorsing Nike, Beats
Oscar Mayer Weinermobile branded promotional activities
P&G's Mr. Clean as a branded symbol
Mark Zuckerberg CEO of Facebook
brand energizers - correct answer-sponsorships
endorsers
promotions
symbols
social programs
CEOs
Etc.
Branded Feature - correct answer-General Motor's OnStar signals superior performance
Branded Ingredient/Technology - correct answer-Uniqlo's Heattech, fabric that absorbs body
moisture and turns it to heat so that clothing can keep people warm without layering
Branded Program - correct answer-Harley-Davidson Ride planner provides a way to deepen
customer relationships
Branded Service - correct answer-Tide Stain Detective provides stain removal info on tide
website and provides credibility to Tide
Branding the innovation - correct answer-can enhance the impact of an innovation and
extend its life in the minds of customers
Own the innovation: better withstand competition
add credibility/legitimacy: brand signals worth
can make the innovation visible: achieve higher recall and recognition
aids in making communication more efficient and feasible: can represent complex narrative
