Brand Management Session 5: Growing the Brand
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Questions and Answers

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?

    <p>It acquires mythic dimensions</p> Signup and view all the answers

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

    <p>Brand life-cycle is more influenced by firms</p> Signup and view all the answers

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

    <p>Both A and B</p> Signup and view all the answers

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

    <p>Innovate on existing POD with new ingredient claims</p> Signup and view all the answers

    What is the goal of product modifications in brand growth?

    <p>To increase the distinctiveness of the offering</p> Signup and view all the answers

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

    <p>New unique freshness perfume</p> Signup and view all the answers

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

    <p>The product becomes more distinctive</p> Signup and view all the answers

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

    <p>Conquering lost consumers through direct marketing</p> Signup and view all the answers

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

    <p>To renew the brand's image</p> Signup and view all the answers

    What is the percentage of launches that involve line extension?

    <p>65%</p> Signup and view all the answers

    Which of the following is an example of brand extension?

    <p>Introducing a light version of an existing biscuit brand</p> Signup and view all the answers

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

    <p>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</p> Signup and view all the answers

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

    <p>17%</p> Signup and view all the answers

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

    <p>Using an existing brand to launch a new product in a product category where the brand is already present</p> Signup and view all the answers

    What is the purpose of brand stretching?

    <p>To grow the brand by launching new products</p> Signup and view all the answers

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

    <p>Clarify its positioning and enhance its image</p> Signup and view all the answers

    What is a potential risk of brand extension?

    <p>Fail and hurt the mother brand image</p> Signup and view all the answers

    What is necessary for a successful brand extension?

    <p>Providing an innovation in the extension category</p> Signup and view all the answers

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

    <p>Via a 7-point Likert scale</p> Signup and view all the answers

    What is an important aspect of relevance in brand extension?

    <p>Comparing the extension to what exists in the market</p> Signup and view all the answers

    What is the first step in developing a brand extension?

    <p>Start with a strong brand</p> Signup and view all the answers

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

    <p>To benchmark the brand against its competition</p> Signup and view all the answers

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

    <p>To define the brand's extension limits</p> Signup and view all the answers

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

    <p>To check the relevance of the brand in the new category</p> Signup and view all the answers

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

    <p>To check the attractiveness of the mix and its consistency with the parent brand</p> Signup and view all the answers

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

    <p>20 years</p> Signup and view all the answers

    What is the final step in the brand extension process?

    <p>Developing the launch marketing program and launching the brand extension</p> Signup and view all the answers

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