Exam 11: Developing and Managing Brand and Product Strategies

Cannibalization is the use of flanker brands to take market share from a competitive brand.

What is a symbol or a pictorial design that distinguishes a product from its competitors' offerings known as?

How are generic products characterized?

A new product venture team and a new product committee disband after every meeting and return to their functional areas.

Companies have discovered that a brand name works internationally with little difficulty, despite language or cultural differences.

How might a company be able to market a product successfully at a higher price?

Brand insistence is common in luxury products.

Discuss the four dimensions of brand personality as described by the Young & Rubicam Brand Asset Valuator model.

A popular clothing brand in Switzerland decided to launch a new line of home furniture under the same brand name. What is the strategy being used by the company to launch its new offerings is called?

Market shares held by generic products increase during economic upswings but decline when the economy worsens.

What is a brand name that has been given legal protection known as?

Which of the following is one of the five categories describing adopters of new products?

Which of the following is NOT a brand name that became generic over time?

A firm elects to use family branding. What should the products be?

The brand mark is the part of a brand that can be vocalized-that is, that people can say out loud.

Which statement best describes global brand equity?

Which factor has helped increase the importance of packaging as a marketing tool?

A manufacturer's brand that was once widely distributed but is now limited to one or two retail outlets exclusively is called a captive brand.

What type of marketing research project is undertaken during the business analysis stage of the new product development process and often uses focus groups and in-store polling to gather data?

Match each item to the statement or sentence listed below. a.brand b.brand preference c.brand insistence d.generic product e.family brand f.brand equity g.category management h.trademark i.brand extension j.consumer innovator k.diffusion process l.captive brands m.trade dress n.product liability o.brand name p.private brand q.brand manager r.cannibalization s.product liability t.brand mark u.label -is a strategy of attaching a popular name to a new product in an unrelated product category.