Question 1

Multiproduct branding is:

Accepted Answer

Multiproduct branding is a strategy in which a company uses one name for all of its products, such as Coca-Cola, which is used for all of the company's soft drink offerings, including Coke, Diet Coke, and Sprite.

Question 2

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. The manufacturer of Bayer aspirin is using:

Accepted Answer

Bayer aspirin is introducing new variations of its existing product line by creating versions designed for a specific market segment or need. This is called line extension.

Question 3

Post Oreo cereal consists of chocolate cereal pieces that taste a lot like Nabisco's Oreo cookies. This cereal is an example of:

Accepted Answer

Post Oreo cereal is an example of co-branding, where two established brands partner to create a new product that combines the strengths of both brands. In this case, Post (manufacturer branding) has teamed up with Nabisco's Oreo cookies (manufacturer branding) to create a cereal that tastes like an Oreo cookie. Mixed branding involves a company using multiple branding strategies, while generic branding refers to products that are not branded at all.

Question 4

Every product manufactured by the SlimFast Company carries the SlimFast brand name. The SlimFast Company uses:

Accepted Answer

Multiproduct branding strategy is used when a company uses one name for all its products in a product class. Since SlimFast uses its brand name across all its products, it is employing a multiproduct branding strategy.

Question 5

When Zippo Lighters began manufacturing Zippo Hoodies and Zippo Beer, these were examples of a(n):

Accepted Answer

The manufacturing of Zippo Hoodies and Zippo Beer is an example of brand extension, where the company uses their existing brand name and reputation to launch new products in different categories.

Question 6

The pairing of two brand names of two manufacturers on a single product is called:

Accepted Answer

Co-branding is the term used when two or more brands collaborate to create and market a product or service.

Question 7

Which of the following statements about line extension is true?

Accepted Answer

The answer of Which of the following statements about line...

Question 8

When a company uses line extension it is:

Accepted Answer

Line extension involves introducing new products with the same brand name that are seen as a logical addition to the original product line for a new market segment in the same product class. This can help to expand the product line and appeal to different customer groups without requiring the establishment of a new brand or product line. It does not involve contracting with another firm or accelerating the movement of a product category through its PLC as suggested by options B and A, and it is not about creating an entirely new product line with a new brand name as in option D.

Question 9

All products sold by the Tabasco Company are sold using the Tabasco brand. This is an example of:

Accepted Answer

Multiproduct branding refers to a strategy where a company uses one name for all its products in a product class. The Tabasco Company using the Tabasco brand for all its products is an example of this strategy, as it leverages the brand equity of the Tabasco name across its entire product range.

Question 10

Co-branding benefits firms in each of the following ways EXCEPT:

Accepted Answer

Co-branding primarily allows firms to leverage each other's strengths, such as capitalizing on established brand names, reaching new market segments, and entering new product classes. Strengthening a position in one product class is more about deepening the brand's impact within its existing market rather than expanding or collaborating, which is the essence of co-branding.

Question 11

Which statement below is likely not part of a company's multiproduct branding strategy:

Accepted Answer

While Colgate may have a multiproduct branding strategy, Bausch & Lomb and Mr. Clean are not typically associated with the Colgate brand, as they are separate product lines and brands with their own identities.

Question 12

With family branding, a company uses _________product class. Name(s)for all its products in a

Accepted Answer

With family branding, the company uses one product name for all its products in a particular product class. This creates a strong brand identity and helps in better brand recognition and recall. For example, all products of Nike are sold under the same brand name "Nike", including shoes, clothes, and accessories.

Question 13

Examples such as, Petro-Canada and A&W, Holiday Inn and Pizza Hut Express, Renaissance Hotels with Bath & Body Works, and WestJet and Bell in delivering an in-flight experience to WestJet guests, are all examples of:

Accepted Answer

These are all examples of co-branding, where two distinct brands come together to offer a product or service. Petro-Canada and A&W jointly operate gas stations and restaurants, while Holiday Inn partners with Pizza Hut Express to offer guests food options. Renaissance Hotels offer Bath & Body Works amenities to guests, and WestJet partners with Bell to provide in-flight entertainment and connectivity.

Question 14

Christopher Brosius, the maker of Demeter fragrances, knew that fragrance manufacturers combined several scents to create a perfume. He realized these fragrances smell wonderful on their own. He has bottled more than 150 different Individual scents such as Woodsmoke, Lobster, and Chocolate. Each fragrance is sold using the Demeter brand name. Brosius use_________ to market Demeter fragrances.

Accepted Answer

Brosius uses family branding, as all of the individual scents are sold under the Demeter brand name.

Question 15

Gerber had tremendous brand equity with its baby food. The use of a ________ strategy to use the Gerber name on a bibs, plastic baby bottles, and pacifiers seemed logical.

Accepted Answer

The strategy described in the question is brand extension - using the existing brand name to extend into new product categories. Co-branding involves two separate brand names being used together on a product, family branding uses the same brand name across a family of related products, and blanket branding is not a recognized branding strategy.

Question 16

Honda Civic, Honda Riding Lawn Mowers, and Honda car wash products are all part of a(n)_________strategy for Honda.

Accepted Answer

Multiproduct branding involves using one brand name to market multiple products. In this case, Honda is using its brand name to market a variety of products including cars (Honda Civic), lawn mowers, and car wash products.

Question 17

A positive outcome of using a multiproduct branding strategy is:

Accepted Answer

Using a multiproduct branding strategy allows for product line extensions, which refers to the addition of new products within an existing product line. This can lead to increased sales and profits without the need to develop a completely new brand identity.

Question 18

Frito-Lay introduced Santitas-brand tortilla chip to go head-to-head against regional tortilla chip brands that were biting into the sales of its flagship Doritos- and Tostitos-brand tortilla chips. The launch of Santitas would be considered a ________For Frito-Lay.

Accepted Answer

The launch of Santitas as a direct response to regional tortilla chip brands biting into the sales of Doritos and Tostitos indicates that it is a fighting brand, aimed at countering the competition and protecting Frito-Lay's market share.

Question 19

Gatorade G2 is an example of:

Accepted Answer

Gatorade G2 is a sub-branding strategy where Gatorade used the parent brand name and added a suffix to indicate a specific product variation.

Question 20

Going to the Industry Canada Intellectual Property website allows you to:

Accepted Answer

The Industry Canada Intellectual Property website allows you to check if a brand or trade name has been registered. It does not provide information on trademark infringement lawsuits or offer copyright services without a lawyer. The website also does not offer prizes for suggesting brand names.

Quiz 11: Managing Products and Brands