Recent research shows that a car manufacturer, Grey Motors, is perceived as being "old" by young consumers. To overcome this issue they create a new product line, Flash, and in their advertising materials hide all associations with Grey Motors. This is an example of:
A) activation.
B) brand loyalty.
C) brand equity.
D) masked branding.

Question

Quizplus · Accepted Answer

This is an example of masked branding, where a company deliberately hides or minimizes its association with a product to appeal to a different market segment or change consumer perceptions.

Recent Research Shows That a Car Manufacturer, Grey Motors, Is