Question

When a corporate name such as Sony is combined with a product brand name such as Walkman, the brand category is referred to as:

A) brand equity
B) brand symbol
C) tiered brand
D) co-brand
E) brand loyalty

Answer 1

The brand category referred to when a corporate name like Sony is combined with a product brand name such as Walkman is known as a 'tiered brand'. This strategy uses the corporate brand's reputation to boost the product brand's recognition and credibility.

Step-by-step explanation:

When a corporate name such as Sony is combined with a product brand name such as Walkman, the brand category is referred to as a tiered brand. This is a branding strategy where a company's main brand name is used in conjunction with a specific product brand. This helps in leveraging the corporate brand's authority while also providing distinct recognition for individual products.

Examples of this include Pixel, where is the corporate brand and 'Pixel' is the product brand. Here, economies of scale don't necessarily have to be small relative to the market demand. Instead, the strategy capitalizes on a well-respected brand name that has been built over many years, conveying a message of quality and reliability to consumers.