product brand image

product brand image

PBI 0= product brand image “refer to as “product brand image” (PBI), is linked to the attributes of the product being sold.” P.108

GBI = general brand image “works across different product categories, enabling the term “general brand image” (GBI), to cover different categories” p.108

How do you think the following attributes or feelings describe X’s brand image? 1=not at all, 7= very much

  • Active
  • Comfortable
  • Functional
  • Leisure
  • Sporty

Source: Effect of brand extension strategies on brand image: A comparative study of the UK and Spanish markets. Eva Martinez and Yolanda Polo and Leslie de Chernatony, International Marketing Review (2008) 25,1. 107-137