Lecture 5: Product Life Cycle

Question 1

What is a Linchpin?

Answer 1

It’s a brand that holds the entire company together.

Question 2

What is a hitchhiker?

Answer 2

Brands that keep a narrow base of loyal customers or lead the market in a subsegment of a bigger category

Question 3

What are fighter brands?

Answer 3

They take part in a price war by lowering prices to help keep other more strategic brands to maintain their premium price positions

Question 4

What are silver bullet brands?

Answer 4

They help bolster and positively influence other strategic brands to maintain their place by adding more brand associations. (HP Laser jet resolution enhances image of HP, it was a breakthrough in laser printing)

Question 5

What are entry level brand?

Answer 5

These are brands that are like entry level products for customers to buy of a company before they move on to other, more expensive ones at an affordable price and through an accessible distribution channel