Burton, a maker of snowboards, is introducing a new snowboard called “The Dominator.” This snowboard will be associated and identified with top professional riders. What marketing strategy is Burton using?

Exam Question

Burton, a maker of snowboards, is introducing a new snowboard called “The Dominator.” This snowboard will be associated and identified with top professional riders. What marketing strategy is Burton using?

• 1) building brand image
• 2) leveraging secondary association
• 3) positioning the product
• 4) targeting a submarket

Practice set and Exam Quiz

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