When Tommy Hilfiger was an unknown brand, advertising announced his membership as a great US designer by associating him with Geoffrey Beene, Stanley Blacker, Calvin Klein, and Perry Ellis, who were recognized members of that category. Tommy Hilfiger conveyed the brand's category membership by ________.
A) relying on the product descriptor
B) focusing on reliability
C) comparing to exemplars
D) announcing category benefits
E) identifying counter examples

Question

Quizplus · Accepted Answer

Tommy Hilfiger conveyed the brand's category membership by comparing it to recognized members of the category, such as Geoffrey Beene, Stanley Blacker, Calvin Klein, and Perry Ellis.

When Tommy Hilfiger Was an Unknown Brand, Advertising Announced His