Marketing Case

1.

The actual product considers attributes such as brand name (L.L. Bean), features/design (Double L, classic fit), quality level (unbeatable quality, a consistent fit and long-lasting durability) and packaging. The associated services include the nonphysical aspects of the product, such as product warranty (life-long warranty: "you can return anything purchased from us at any time if it proves otherwise."), financing, product support and after sale-service.

2.

On the one hand, we could significantly benefit from making a product for itself rather than another company and possibly build a strong, lucrative brand that would command premium prices.

On the other hand, it will face higher promotional costs for its new brand, and it runs the risk that the brand will not do well compared with the existing private-label business. So in the end we might reap a financial and entrepreneurial flop.

3.

BMW has reached a high level of brand equity through its longevity and its global reach. The car-manufacturer offers a high reputation for innovation and high quality of its products. BMW also does sponsorships of sporting and cultural events all over the world. Finally BMW reveals a high level of customer service it provides to its customers. To summarize, BMW is a high-valued brand and well-known all over the world.

4.

I am loyal to Adidas, as I generally do not buy sport products from any other retailer like Nike, Reebok or Puma. As I am playing soccer in Germany it is very important for me to buy high-quality products with a good longevity. However, to be honest, I bought some Nike shirts in an outlet, because they were very cheap. To summarize, one can say if I were truly brand loyal, I would only patronize Adidas but sometimes, but really just in exceptional circumstances and really rarely, I go for other brands.