chapter 12 part #1 Flashcards
Milked by capitalizing on their reservoir of existing brand equity
cash cows
To attract customers to the brand franchise
Low-end entry-level
Protective or “fighter” brands;
To create stronger points-of-parity w/ competitors brands
Flankers
example of flanker
Mini-cooper, a flanker brand for the small car market
the charitable contributions of a firm are tied to the customers’ engaging directly or indirectly in revenue-producing transactions with the firm. (ex. Yoplait’s contribution to breast cancer)
Cause Marketing
Collection of distinct brands sold by a company in a product category
Brand Portfolio
brand portfolio is to maximize ________ so that no potential customers are being ignored, but minimize _________ so that brands aren’t competing among themselves to gain the same customer’s approval.
market coverage ; brand overlap