O# 6 Branding strategies

Question 1

Brand ownership

Answer 1

brands can be own by anyone in the Supply Chain:

Manufacturer brand, retailers, wholesaleers

Strategies:
Manufacturers brand ( Nike, mountain dew)
Private-label or store brand
generic brand (typically in commodities markets)

Question 2

Family brands

Answer 2

Use of a combination of the company brand name and individual brand name to distinguish a firm product

Question 3

Individual brands

Answer 3

The use of individual brand names for each of a firm’s products

Question 4

Brand extension

Answer 4

The use of the same brand name for new products being introduced to the same or new markets

Question 5

Brand dilution

Answer 5

Occurs when a brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold.

Question 6

Cobranding

Answer 6

The practice of marketing two or more brands together, on the same package or promotion.

Question 7

Brand licensing

Answer 7

A contractual arrangement between firms, whereby one firm allows another to use its brand name, logo, symbols, or characters in exchange for a negotiated fee.