To avoid confusing brand loyal customers, Ford presented the X-trainer as a "sport wagon." With respect to ways of conveying a brand's category membership, which of the following did Ford use with its new product?
A) comparing to exemplars
B) announcing category benefits
C) relying on the product descriptor
D) using brand perception to increase profits
E) using public relations to secure brand position

Question

Quizplus · Accepted Answer

Ford used the product descriptor "sport wagon" to convey the category membership of the X-trainer. This is a way of categorizing the product based on its features and characteristics, rather than comparing it to similar products or highlighting category benefits.

To Avoid Confusing Brand Loyal Customers, Ford Presented the X-Trainer