MARKETING AN INTRODUCTION, 6TH CANADIAN EDITION CH.9 QUESTIONS WITH COMPLETE ANSWERS 2025.

MARKETING AN INTRODUCTION, 6TH
CANADIAN EDITION CH.9 QUESTIONS
WITH COMPLETE ANSWERS 2025

Brand: - ANSWER: A name, symbol, icon, design, or a combination of these, that
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identifies the maker or marketer of a product.
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Brand personality: - ANSWER: The sum total of all the attributes of a brand, and the
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emotions it inspires in the minds of consumers.
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Brand equity: - ANSWER: The dollar amount attributed to the value of the brand,
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based on all the intangible qualities that create that value
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National brand (or manufacturer's brand): - ANSWER: A brand created and owned
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by the manufacturer of the product.
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Private brand (store brand, private label): - ANSWER: Brand names applied by the
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marketer to products manufactured for them under contract.
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Licensing: - ANSWER: The buying and selling of the rights to use a brand name,
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logo, character, icon, or image.
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Co-branding: - ANSWER: The practice of using the established brand names of two
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different companies on the same product.
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Line extensions: - ANSWER: Extending an existing brand name to new forms,
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colours, sizes, ingredients, or flavours of an existing product category.
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Brand Development Strategies: What are the two terms it is separated in? -
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ANSWER: Product category, Brand name
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Brand Development Strategies: What are the two sub categories that the terms are
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separated in? - ANSWER: Existing, New
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Brand Development Strategies: Product category
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- What are the two things found in the Existing category? - ANSWER: Line
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extension, Multi brands
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Brand Development Strategies: Product category
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- What are the two things found in the New category? - ANSWER: Brand extension,
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New brands
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