Brand Management Session 5: Growing the Brand

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What is the primary focus of Session 5 in the brand management course?

Growing the brand through management strategies (correct)
Building a strong brand
Creating a new brand
Evaluating a brand using key analytical tools

What is the typical reason why brands die according to the product life-cycle?

They are too expensive
They are not innovative
They are not well marketed
They are killed by firms (correct)

What is the characteristic of a brand in the 'Time of Myth' phase?

It is a new brand
It has a strong brand image
It has acquired universal mythic dimensions (correct)
It is a failing brand

What is the result of a brand growing and maturing according to the brand life-cycle?

It acquires mythic dimensions (D) Signup and view all the answers

What is the primary difference between the brand life-cycle and the product life-cycle?

Brand life-cycle is more influenced by firms (D) Signup and view all the answers

What is an example of a brand that has acquired mythic dimensions?

Both A and B (A) Signup and view all the answers

What is a way to modify and improve brand positioning of functional brands?

Innovate on existing POD with new ingredient claims (C) Signup and view all the answers

What is the goal of product modifications in brand growth?

To increase the distinctiveness of the offering (C) Signup and view all the answers

What is an example of repositioning a brand with a new POD?

New unique freshness perfume (B) Signup and view all the answers

What is the result of changing the reference product formulation or design?

The product becomes more distinctive (D) Signup and view all the answers

What is a way to extend the consumer target of a brand?

Conquering lost consumers through direct marketing (A) Signup and view all the answers

What is the purpose of improving brand communication in brand growth?

To renew the brand's image (D) Signup and view all the answers

What is the percentage of launches that involve line extension?

65% (B) Signup and view all the answers

Which of the following is an example of brand extension?

Introducing a light version of an existing biscuit brand (B) Signup and view all the answers

What is the main difference between line extension and brand extension?

Line extension involves launching a new product in an existing product category, while brand extension involves launching a new product in a different product category (C) Signup and view all the answers

According to Research International, what percentage of launches involve brand extension?

17% (B) Signup and view all the answers

What is the definition of line extension according to Tauber (1988)?

Using an existing brand to launch a new product in a product category where the brand is already present (A) Signup and view all the answers

What is the purpose of brand stretching?

To grow the brand by launching new products (A) Signup and view all the answers

What is one of the benefits of brand extension for the parent brand?

Clarify its positioning and enhance its image (A) Signup and view all the answers

What is a potential risk of brand extension?

Fail and hurt the mother brand image (B) Signup and view all the answers

What is necessary for a successful brand extension?

Providing an innovation in the extension category (D) Signup and view all the answers

How can coherence or fit between an extension and a brand be measured?

Via a 7-point Likert scale (A) Signup and view all the answers

What is an important aspect of relevance in brand extension?

Comparing the extension to what exists in the market (B) Signup and view all the answers

What is the first step in developing a brand extension?

Start with a strong brand (D) Signup and view all the answers

What is the primary purpose of identifying possible extension categories in brand extension?

To benchmark the brand against its competition (D) Signup and view all the answers

What is the role of the Davidson target in brand extension?

To define the brand's extension limits (B) Signup and view all the answers

What is the purpose of the concept test in brand extension?

To check the relevance of the brand in the new category (B) Signup and view all the answers

What is the objective of the mix test in brand extension?

To check the attractiveness of the mix and its consistency with the parent brand (D) Signup and view all the answers

How long did the Bourjois brand extension in shower foams and deodorants last?

20 years (D) Signup and view all the answers

What is the final step in the brand extension process?

Developing the launch marketing program and launching the brand extension (C) Signup and view all the answers