Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

تمرين 90

Chapter 9 discusses brand image and product positioning. Reflect on Hello Kitty as a brand and then answer the following:
a. Describe Hello Kitty's brand image.
b. Based on your answers from the question about co-branding, select a product category from the co-branded Hello Kitty products and brainstorm a short list of competitors in the market for that product category.
c. Construct a perceptual map that includes a Hello Kitty co-branded product and your list of brainstormed products in that category.
d. Write a short narrative describing the process you used to develop the perceptual map and your interpretation of the content of the perceptual map.