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Market-Based Management 6th Edition by Roger Best
Edition 6ISBN: 978-0130387752Market-Based Management 6th Edition by Roger Best
Edition 6ISBN: 978-0130387752 Exercise 21
The three interactive marketing performance tools and the application exercises outlined here will strengthen your understanding of product positioning, brand name development, and brand equity. To access the tools, go to www.MBM-BEST.com.
Brand Name Development (Figure 7-19)
A. Modify the marketing performance tool for Ear Savrs and create three new brand names for consideration.
B. For a new fast food restaurant, Teriyaki Rice Bowl, use this marketing performance tool to create a brand name. The product will be healthier, meat or meatless, and cost the same as a large hamburger and small fries. Use the comments section to explain the logic of your brand name strategy.
Brand Name Development (Figure 7-19)
A. Modify the marketing performance tool for Ear Savrs and create three new brand names for consideration.
B. For a new fast food restaurant, Teriyaki Rice Bowl, use this marketing performance tool to create a brand name. The product will be healthier, meat or meatless, and cost the same as a large hamburger and small fries. Use the comments section to explain the logic of your brand name strategy.
Explanation
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Market-Based Management 6th Edition by Roger Best
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