MKT 300 Final: mkt chapter 7 exam

• School: Ryerson University
• Department: Marketing
• Course: MKT 300
• Professor: Armand Gervais

Document Summary

Creation of new brand association: links between a brand and feelings or perceptions that they have about a specific associations create a new perception for consumers about an existing brand. Effects on existing brand knowledge: linking the brand to a new entity may not only create new brand associations to the entity but it might also affect exising brand associations aswell. What is true for the entity must also be true for the brand. Company: three main branding options exist for a new product: create a new brand, adopt or modify and existing brand, combine and existing and new brand. The geographic location from which the company/product originates may also become linked to the brand and generate secondary associations. A consumer may infer certain characteristics about a brand on the basis of where it is sold. Depending on which other stores carry a product can cause other retailers to add or drop product lines.