Exam 2 - Branding

Question 1

Branding

Answer 1

Who owns the intellectual property
somebody’s intellectual property (usually a name but doesn’t have to be, could be a logo, color, etc..)
Make shopping easier
Efficient

Question 2

Legal issues

Answer 2

Intellectual property protection

1. May not carry when going internationally

Question 3

Consumer benefits

Answer 3

Who owns the intellectual property
Make shopping easier
Efficient

Question 4

• brand “equity”

Answer 4

What is the brand value
Value of the brand
Market value for the brand
What someone pays you for your brand

Question 5

license

Answer 5

They are rent a brand

Question 6

• Various brands and who owns them

Answer 6

-

Question 7

7 Branding strategies

Answer 7

A. Multi-Branding
b.    Sub-Brands
C. Blanket/Family Branding
d. Co-Branding
e.    “Second” (Channel) Branding
F. “Fighter” Brands
G. Brand Extensions

Question 8

Multi-Branding

Answer 8

Tide
i. Use different names for ever product or product lines
1. Gives each product their uniqueness
2. Requires separate marketing campaigns
3. Isolates the brands
if one gets hurt, doesn’t affect other brands
ii. Example: Proctor & Gamble
Crest, Tide

Question 9

Sub-Brands

Answer 9

i. Brand within a Brand
ii. Example:
1. Courtyard by Marriott
2. Pepsi One
3. Coke Zero
4. Chevrolet Corvette

Question 10

Blanket/Family Branding

Answer 10

i. One brand for all lines
ii. Undiversified approach
1. Example: Gap

Question 11

Co-Branding

Answer 11

i. More than one brands together

1. Trix vs. Yoplait

Question 12

“Second” (Channel) Branding

Answer 12

i. Brand aimed at a particular channel
ii. Ralph Lauren Chaps vs. Polo Brand
Sold in different channels

Question 13

“Fighter” Brands

Answer 13

i. Brands that fight in price wars

ii. Sacrificial Brands

Question 14

Brand Extensions

Answer 14

i. Take the existing brand and slap it on other related products

Question 15

(2) Manufactures Survival Strategies

Answer 15

1. Fighter Brands
   Someone who is underpricing to take out a company
2. Increase Advertising

Question 16

Private brands: definition

Answer 16

Private brands are leading brands
Private brands
A brand owned by a retailer

Question 17

Private brands: scope

Answer 17

80% households use private brands
20% of walmart sales are private brands
Therefore, it’s really important

Question 18

Private brands: How it’s done

Answer 18

Most retailers do not have factories
Made by manufactures and retailers
Kroger has 40 factories and they make the private items that Kroger sales

Question 19

Private brands: Private brands:

Answer 19

Sales private brands tend go up

Tend go back to normal levels when the economy improves