What are the factors that marketers should consider while ...

[mrsjacobs44]

What are the factors that marketers should consider while selecting a brand name?

Question 2

Sellers that emphasize distinctive product features to encourage brand preferences among customers are practicing
 A) product competition.
  B) nonprice competition.
  C) brand differentiation.
  D) price competition.
  E) competitor differentiation.

[nguyenhoanhat]

Answer to Question 1

Marketers should consider several factors in selecting a brand name. First, the name should be easy for customers to say, spell, and recall. Short, one-syllable names, such as Cheer, often satisfy this requirement. Second, the brand name should indicate the product's major benefits and, if possible, should suggest in a positive way the product's uses and special characteristics; negative or offensive references should be avoided. For example, the brand names of household cleaning products such as Vanish toilet bowl cleaner, Formula 409 multipurpose cleaner, and Wisk laundry detergent connote strength and effectiveness. There is evidence that consumers are more likely to recall and to evaluate favorably names that convey positive attributes or benefits. Third, to set it apart from competing brands, the brand should be distinctive. Further research findings have shown that creating a brand personality that aligns with the products sold and the target market's self-image is important to brand success-if the target market feels aligned with the brand, they are more likely to develop brand loyalty. If a marketer intends to use a brand for a product line, that brand must be compatible with all products in the line. Finally, a brand should be designed to be used and recognized in all types of media. Finding the right brand has become an increasingly challenging task because many obvious names have already been used.

Answer to Question 2

B