chapter 12 part #1 Flashcards

1
Q

Milked by capitalizing on their reservoir of existing brand equity

A

cash cows

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2
Q

To attract customers to the brand franchise

A

Low-end entry-level

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3
Q

Protective or “fighter” brands;

To create stronger points-of-parity w/ competitors brands

A

Flankers

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4
Q

example of flanker

A

Mini-cooper, a flanker brand for the small car market

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5
Q

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)

A

Cause Marketing

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6
Q

Collection of distinct brands sold by a company in a product category

A

Brand Portfolio

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7
Q

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.

A

market coverage ; brand overlap

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