Question 1

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as __________.

Accepted Answer

Fighting brands are introduced as a defensive measure to combat competition. These brands are usually low-priced, low-quality products that serve to protect the company's market share by preventing customers from switching to a competitor's brand. Co-brands, private brands, brand extensions, and sub-brands are not necessarily introduced as a defensive measure.

Question 2

Seiko makes watches.It markets its higher quality watches under the Seiko or LaSalle brand name,and its lower-priced watches are sold under the Pulsar brand.Seiko uses a __________ strategy.

Accepted Answer

The answer of Seiko makes watches.It markets its higher quality...

Question 3

Subbranding involves __________.

Accepted Answer

Subbranding involves combining a corporate brand with a new brand to distinguish a part of its product line from others. This allows the company to leverage the equity of the corporate brand while creating a separate identity for the new product line.

Question 4

Tylenol successfully used __________ with the introduction of Tylenol$\rightarrow$Arthritis,Tylenol$\rightarrow$Sinus and Allergy,Tylenol$\rightarrow$Cold and Flu,and Tylenol$\rightarrow$Pain and Sleeplessness.

Accepted Answer

Tylenol used subbranding by introducing new product lines under the Tylenol brand such as Tylenol Arthritis, Tylenol Sinus and Allergy, Tylenol Cold and Flu, and Tylenol Pain and Sleeplessness. These subbrands were able to leverage the trust and recognition of the Tylenol brand while differentiating themselves and targeting specific consumer needs.

Question 5

Which of the following statements about product line extensions is most accurate?

Accepted Answer

A product line extension is a form of multiproduct branding because it involves adding new variants or versions of existing products within the same product line. Option A is incorrect because increased advertising costs are not necessarily a direct consequence of product line extensions. Option B is incorrect because there are always risks associated with any business strategy, including product line extensions. Option C is incorrect because the example given is not a product line extension, but rather a cooperative advertising arrangement. Option E is incorrect because multibranding refers to offering different brands in the same product category, not different versions of the same brand.

Question 6

All of the following are true about product line extensions EXCEPT:

Accepted Answer

Product line extensions involve using a current brand name to enter the same product class, not a different one.

Question 7

Combining a corporate or family brand with a new brand to distinguish a part of its product line from others is referred to as __________.

Accepted Answer

Subbranding refers to combining a corporate or family brand with a new brand to distinguish a part of its product line from others.

Question 8

A __________ is a brand strategy designed to counteract or confront competitors' brands.

Accepted Answer

A fighting brand is specifically designed to challenge and compete with competitors' brands, often by offering similar products or services at a lower price point. The goal is to chip away at the competition's market share and win over customers. Co-branding, private branding, brand extensions, and subbrands are not necessarily created to specifically confront competitors.

Question 9

A branding strategy that involves giving each product a distinct name,which is useful when each brand is intended for a different market segment,is referred to as __________.

Accepted Answer

Multibranding involves giving each product a distinct name and is useful when each brand is intended for a different market segment. Product differentiation branding refers to a strategy where a company creates a unique product with unique features that separate it from competitors. Mixed branding involves selling different products under the same brand name. Segmentation branding is not a commonly used term. Multiproduct branding refers to a strategy where a company uses one brand name for several related products.

Question 10

A risk with __________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

Accepted Answer

Brand extensions refer to the practice of extending a current brand name to a new product or service. While this can be an effective strategy, it also carries the risk of diluting the meaning of the brand if there are too many different products or services associated with it. This can lead to confusion for consumers and make it more difficult for the brand to stand out in the market.

Question 11

-Consider the Huggies photo above.Kimberley-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of __________ when it introduced a full line of baby and toddler toiletries.

Accepted Answer

The best choice is E, brand extensions, as Kimberley-Clark has leveraged the strong Huggies brand image to introduce a full line of baby and toddler toiletries. This is an example of brand extension, where a company uses an established brand name to introduce new products or product lines.

Question 12

Multibranding refers to a branding strategy in which a firm __________.

Accepted Answer

Multibranding strategy involves giving distinct names to each product in a product line, which is useful when each brand is intended for a different market segment. It allows firms to diversify their product offerings and target different consumer groups with unique brand identities.

Question 13

Despite the success of its Pentium chips,Intel faced a major threat from competitors like AMD's K6 chips that were cheaper and better placed to serve the emerging low-cost PC market.Intel wanted to protect the brand equity and price premium of its Pentium chips,but it also wanted to avoid AMD gaining a foothold into the lower end of the market.So it created Celeron as a cheaper less powerful version of its Pentium chips to serve this market.This is a notable example of a __________.

Accepted Answer

This is a notable example of a fighting brand, which is a lower-priced product introduced by a company to compete with rival companies' offerings in a particular market segment, without harming the company's existing brand or market share. In this case, Intel introduced Celeron to compete with AMD's K6 chips in the low-cost PC market, without compromising the brand equity and price premium of its Pentium chips.

Question 14

Gatorade successfully used a__________ strategy when it introduced Gatorade G2.

Accepted Answer

Gatorade used subbranding strategy when it introduced Gatorade G2, as it is an extension of its parent brand Gatorade, having the same name and logo with a different identifier.

Question 15

Mars,Inc.sells Snickers,Milky Way,Twix,Skittles,Dove,Starburst,M&Ms,and Three Musketeer candy.This variety of brand names is typical of a __________ strategy.

Accepted Answer

Multibranding strategy involves offering a variety of brands in the same product category. In this case, Mars, Inc. is offering multiple candy brands under their portfolio.

Question 16

Nike has successfully used __________ with its lines Air Jordan and Air Lebron.

Accepted Answer

Nike has used subbranding as it has created separate product lines (Air Jordan and Air Lebron) that are still associated with the parent brand, Nike.

Question 17

Bayer Aspirin is sold in the original strength,in a safety-coated version,in an extra-strength version,and in a version designed especially for women.Bayer is using __________.

Accepted Answer

Bayer is extending their product line by offering different versions or variations of their original aspirin product.

Question 18

Brand extensions is the practice of

Accepted Answer

The answer of Brand extensions is the practice of
...

Question 19

Black & Decker uses a __________ strategy to reach the "do-it-yourself" market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Accepted Answer

The answer of Black & Decker uses a __________ strategy...

Question 20

A manufacturer's branding strategy in which a distinct brand name is given to each of its products is referred to as __________.

Accepted Answer

Multibranding is a branding strategy in which a manufacturer gives a distinct brand name to each of its products. This allows each product to have its own identity and target market, and also helps to avoid confusion among consumers who may associate a certain brand with a particular type of product. This strategy is often used by large conglomerates with multiple product lines.

Quiz 10: Managing Successful Products, Services, and Brands

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as __________.

Seiko makes watches.It markets its higher quality watches under the Seiko or LaSalle brand name,and its lower-priced watches are sold under the Pulsar brand.Seiko uses a __________ strategy.

Subbranding involves __________.

Tylenol successfully used __________ with the introduction of Tylenol $\rightarrow$ Arthritis,Tylenol $\rightarrow$ Sinus and Allergy,Tylenol $\rightarrow$ Cold and Flu,and Tylenol $\rightarrow$ Pain and Sleeplessness.

Which of the following statements about product line extensions is most accurate?

All of the following are true about product line extensions EXCEPT:

Combining a corporate or family brand with a new brand to distinguish a part of its product line from others is referred to as __________.

A __________ is a brand strategy designed to counteract or confront competitors' brands.

A branding strategy that involves giving each product a distinct name,which is useful when each brand is intended for a different market segment,is referred to as __________.

A risk with __________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

-Consider the Huggies photo above.Kimberley-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of __________ when it introduced a full line of baby and toddler toiletries.

Multibranding refers to a branding strategy in which a firm __________.

Gatorade successfully used a__________ strategy when it introduced Gatorade G2.

Mars,Inc.sells Snickers,Milky Way,Twix,Skittles,Dove,Starburst,M&Ms,and Three Musketeer candy.This variety of brand names is typical of a __________ strategy.

Nike has successfully used __________ with its lines Air Jordan and Air Lebron.

Bayer Aspirin is sold in the original strength,in a safety-coated version,in an extra-strength version,and in a version designed especially for women.Bayer is using __________.

Brand extensions is the practice of

Black & Decker uses a __________ strategy to reach the "do-it-yourself" market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

A manufacturer's branding strategy in which a distinct brand name is given to each of its products is referred to as __________.

Quiz 10: Managing Successful Products, Services, and Brands

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as __________.

Seiko makes watches.It markets its higher quality watches under the Seiko or LaSalle brand name,and its lower-priced watches are sold under the Pulsar brand.Seiko uses a __________ strategy.

Subbranding involves __________.

Tylenol successfully used __________ with the introduction of Tylenol →\rightarrow→ Arthritis,Tylenol →\rightarrow→ Sinus and Allergy,Tylenol →\rightarrow→ Cold and Flu,and Tylenol →\rightarrow→ Pain and Sleeplessness.

Which of the following statements about product line extensions is most accurate?

All of the following are true about product line extensions EXCEPT:

Combining a corporate or family brand with a new brand to distinguish a part of its product line from others is referred to as __________.

A __________ is a brand strategy designed to counteract or confront competitors' brands.

A branding strategy that involves giving each product a distinct name,which is useful when each brand is intended for a different market segment,is referred to as __________.

A risk with __________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

-Consider the Huggies photo above.Kimberley-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of __________ when it introduced a full line of baby and toddler toiletries.

Multibranding refers to a branding strategy in which a firm __________.

Gatorade successfully used a__________ strategy when it introduced Gatorade G2.

Mars,Inc.sells Snickers,Milky Way,Twix,Skittles,Dove,Starburst,M&Ms,and Three Musketeer candy.This variety of brand names is typical of a __________ strategy.

Nike has successfully used __________ with its lines Air Jordan and Air Lebron.

Bayer Aspirin is sold in the original strength,in a safety-coated version,in an extra-strength version,and in a version designed especially for women.Bayer is using __________.

Brand extensions is the practice of

Black & Decker uses a __________ strategy to reach the "do-it-yourself" market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

A manufacturer's branding strategy in which a distinct brand name is given to each of its products is referred to as __________.

Tylenol successfully used __________ with the introduction of Tylenol $\rightarrow$ Arthritis,Tylenol $\rightarrow$ Sinus and Allergy,Tylenol $\rightarrow$ Cold and Flu,and Tylenol $\rightarrow$ Pain and Sleeplessness.