Corporate Image
Branding
Information Search
Evaluating Alternatives
Segmentation
100
This type of corporate name reveals what a firm does
What is overt
100
This strategy describes Virgin records, Virgin credit cards, and Virgin airlines.
What is a branded house
100
During this type of info search, consumers recall previous experience with products
What is internal search
100
This basis of segmentation uses age, gender, income, or ethnicity to separate customers
What is demographic
200
This type of corporate name captures the essence of what the firm does
What is conceptual
200
In this strategy, the corporate brand hides behind many consumer brands
What is a flanker brand
200
Allowing easy comparison of products is one way retailers reduce this type of cost
What is search cost
200
Brands in this set have provided a dismal experience for the consumer
What is the inept set
200
Identifying a democrat and a republic may be the result of this kind of segmentation strategy
What is psychographic (AIO)
300
Adding this typographic element can make a brand name difficult to typeset
What is punctuation
300
This type of strategy can limit damage from a brand scandal
What is a house of brands
300
This is a visual representation of knowledge structures and memories
What is a cognitive map (or mental map)
300
This model of alternatives privileges emotion and feelings
What is affect referral (or abstract referral)
300
This strategy differentiates between consumers that use a lot or very little of a product
What is usage segmentation
400
This type of corporate name risks consumers thinking "silly brand, silly product, silly company"
What is iconoclastic
400
This is the difference between a brand name and generic product’s price
What is a brand premium
400
Social risk differs from psychological risk in that social risk is evaluated from ____’s perspective
What is another person's perspective
400
This model of evaluating alternatives allows for tradeoffs between product features
What is the Fishbein multiattribute model
400
This proprietary geodemographic segmentation tool defines the primary segment in Hamden as “big fish, small pond”
What is PRIZM
500
This feature of a quality logo means that people agree about its meaning
What is consensual
500
is is the definition of a brand suggested by O'Guinn
What is "a vessel of popular meaning"
500
Consumers high on this psychological dimension evaluated in class conduct more search
What is need for cognition
500
When evaluating attributes, what two characteristics of each attribute are considered?
What is importance of attribute, performance on attribute
500
These two attributes are used in the most common form of segmentation
What is age and gender
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