placement challenger endorsement segment loyalty stretching lifecylcle research image leader range awareness
1
No
one
recognises
our
logo
or
slogan
.
We
need
to
spend
more
on
advertising
to
raise
brand
.
2
Consumers
who
always
buy
Sony
when
they
need
a
new
TV
are
showing
brand
.
3
A
fashion
designer
who
launches
his
or
her
own
perfume
is
an
example
of
brand
.
4
The
brand
.
of
Mercedes
-
Benz
is
such
that
its
products
are
seen
as
safe
,
reliable
,
luxurious
,
well
made
and
expensive
.
5
George
Clooney
advertising
Nespresso
is
an
example
of
product
.
6
A
product
consists
of
introduction
,
growth
,
maturity
and
decline
.
7
Tesco's
wide
product
means
that
it
appeals
to
all
sectors
of
the
UK
market
.
8
The
use
of
Aston
Martin
cars
and
Sony
computers
in
James
Bond
films
are
examples
of
product
.
9
Microsoft
is
the
market
in
computer
software
.
10
In
countries
with
ageing
populations
,
the
over·60s
age
group
is
becoming
an
increasingly
important
market
.
11
Pepsi
is
the
market
in
carbonated
soft
drinks
.
12
Focus
groups
and
consumer
surveys
are
ways
of
conducting
market
.