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Question
NARRBEGIN: Hardie SidingHardie Siding Products
James Hardie began selling fiber cement siding products in the United States in 1989 to leading builders, lumberyards, and home improvement centers. Even though ads guaranteed the product would not rot or crack for 50 years, many builders hated the product. It was heavy to install, and it showed every flaw in a bad framing job. In 1997, Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong, weather-resistant materials. Soon consumers began asking their builders or remodelers to use the product. Trade ads were used to explain how builders could take advantage of the interest created by the ads in lifestyle magazines. By 2000, the Hardieplank was the number one brand siding in North America. James Hardie is now the third most recognized brand of building material in the world.
NARREND
Refer to Hardie Siding Products. Since all of the siding products sold by Hardie are sold under the Hardie brand name, it is clear that the company uses a _____ strategy.
a. family branding
b. private branding
c. business branding
d. cobranding
e. repositioning
Answer
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