30 Questions
What is the primary focus of Session 5 in the brand management course?
Growing the brand through management strategies
What is the typical reason why brands die according to the product life-cycle?
They are killed by firms
What is the characteristic of a brand in the 'Time of Myth' phase?
It has acquired universal mythic dimensions
What is the result of a brand growing and maturing according to the brand life-cycle?
It acquires mythic dimensions
What is the primary difference between the brand life-cycle and the product life-cycle?
Brand life-cycle is more influenced by firms
What is an example of a brand that has acquired mythic dimensions?
Both A and B
What is a way to modify and improve brand positioning of functional brands?
Innovate on existing POD with new ingredient claims
What is the goal of product modifications in brand growth?
To increase the distinctiveness of the offering
What is an example of repositioning a brand with a new POD?
New unique freshness perfume
What is the result of changing the reference product formulation or design?
The product becomes more distinctive
What is a way to extend the consumer target of a brand?
Conquering lost consumers through direct marketing
What is the purpose of improving brand communication in brand growth?
To renew the brand's image
What is the percentage of launches that involve line extension?
65%
Which of the following is an example of brand extension?
Introducing a light version of an existing biscuit brand
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
According to Research International, what percentage of launches involve brand extension?
17%
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
What is the purpose of brand stretching?
To grow the brand by launching new products
What is one of the benefits of brand extension for the parent brand?
Clarify its positioning and enhance its image
What is a potential risk of brand extension?
Fail and hurt the mother brand image
What is necessary for a successful brand extension?
Providing an innovation in the extension category
How can coherence or fit between an extension and a brand be measured?
Via a 7-point Likert scale
What is an important aspect of relevance in brand extension?
Comparing the extension to what exists in the market
What is the first step in developing a brand extension?
Start with a strong brand
What is the primary purpose of identifying possible extension categories in brand extension?
To benchmark the brand against its competition
What is the role of the Davidson target in brand extension?
To define the brand's extension limits
What is the purpose of the concept test in brand extension?
To check the relevance of the brand in the new category
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
How long did the Bourjois brand extension in shower foams and deodorants last?
20 years
What is the final step in the brand extension process?
Developing the launch marketing program and launching the brand extension
Test your knowledge of brand management strategies with this quiz, covering topics such as growing a brand, brand analysis, and brand portfolio management. Evaluate your understanding of the key concepts and techniques used in brand development. Improve your skills in creating and managing a successful brand.
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