branding
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A company lives or dies based on brand awareness. Consumers cannot buy
products that they don't know exist. Even if the overall brand name is
familiar, it won't help sales of individual products unless consumers know
what products are available under that name.
provides a way for a firm to differentiate its prod-uct offerings from those
of its competitors.
branding strategies
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, The decisions surrounding these strategies are: whether to use
manufacturer brands or retailer/store brands, how to name brands and
product lines, whether or not to extend the brand name to other products
and markets, should the brand name be used with another firm or licensed
to another firm, and whether or not the brand should be repositioned.
_______ an increase in the product mix's breadth
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brand extension
Brand licensing is common for
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toys, apparel, accessories, and entertainment products such as video
games.
Increase Breadth
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firms often add new product lines to capture new or evolving markets and
increase sales
, Like primary packages, secondary packaging .....
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add consumer value by facilitating the convenience of carrying, using, and
storing the product.
line extension
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the use of the same brand name within the same product line and
represents an increase in a product line's depth.
(T/F) Licensing is an effective form of attracting visibility for
the brand
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True. thereby building brand equity while also generating additional
revenue.
The firm that provides the right to use its brand (licensor) obtains revenues through
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Give this one a try later!
A company lives or dies based on brand awareness. Consumers cannot buy
products that they don't know exist. Even if the overall brand name is
familiar, it won't help sales of individual products unless consumers know
what products are available under that name.
provides a way for a firm to differentiate its prod-uct offerings from those
of its competitors.
branding strategies
Give this one a try later!
, The decisions surrounding these strategies are: whether to use
manufacturer brands or retailer/store brands, how to name brands and
product lines, whether or not to extend the brand name to other products
and markets, should the brand name be used with another firm or licensed
to another firm, and whether or not the brand should be repositioned.
_______ an increase in the product mix's breadth
Give this one a try later!
brand extension
Brand licensing is common for
Give this one a try later!
toys, apparel, accessories, and entertainment products such as video
games.
Increase Breadth
Give this one a try later!
firms often add new product lines to capture new or evolving markets and
increase sales
, Like primary packages, secondary packaging .....
Give this one a try later!
add consumer value by facilitating the convenience of carrying, using, and
storing the product.
line extension
Give this one a try later!
the use of the same brand name within the same product line and
represents an increase in a product line's depth.
(T/F) Licensing is an effective form of attracting visibility for
the brand
Give this one a try later!
True. thereby building brand equity while also generating additional
revenue.
The firm that provides the right to use its brand (licensor) obtains revenues through
Give this one a try later!
