Question 1

Walt Disney Company announced it would no longer allow its characters to be used in promoting unhealthy foods. In branding strategy, what does this change? From both ethical and marketing perspectives, does this change make sense?

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Question 2

What do the following brands have in common: Clorox bleach , Kleenex tissues, and Band-Aid adhesive bandages?

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Question 3

What are consumers likely to do if they perceive an inexpensive brand to have about the same quality as a premium brand?

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Question 4

Colgate, like any major consumer products company, is always looking for opportunities to expand its product lines. What two industry factors often influence product line expansion decisions?

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Question 5

Provide a real-world example of a national brand and a private-label brand.

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Question 6

What is co-branding? Provide an example of co-branding.

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Question 7

How do marketers measure the value of a brand?

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Question 8

A currently popular trend in the wine industry is house-labeled wine. Restaurants, hotel chains, and even universities now sell wine under their brand name. Is this type of brand extension a good marketing strategy? Defend your answer.

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Question 9

Strong brands can reduce marketing costs. How do they accomplish that?

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Question 10

Effective marketers recognize that a label is much more than just a sticker on a package. What can a label do for a marketer?

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Question 11

Why would a huge retailer like Walmart carry national brand products?

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Question 12

Creating brand awareness is the first step in creating brand equity. Political candidates know name recognition is critical to success-particularly for incumbents to get reelected. If you were a marketing adviser to a challenger for the congressional seat in your district, what would you recommend the candidate do to create brand/name awareness?

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Question 13

What is the advantage of a corporate or family brand? Provide an example of one.

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Question 14

What is brand extension? Provide an example of brand extension.

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Question 15

Almost every business wants brand loyal customers. Why?

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Question 16

Helena was surprised to learn that the car and home insurance agency she was just hired by does not have a CRM program. Why should the agency have a CRM program, and what CRM efforts should Helena recommend?

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Question 17

The company Jorge works for has just acquired a regional grocery store chain. The chain has a very strong reputation among consumers in the states in which it operates. The acquired company owns several private-label brands. Jorge has been asked to prepare a brief about the options for retaining the private-label brands that the chain had been selling. What are the key points Jorge should include?

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Question 18

Why would a company like Walmart have a difficult time repositioning itself as a retailer of quality, stylish clothing?

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Question 19

Distinguish between primary and secondary packaging.

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...

Question 20

Why do manufacturers like Procter & Gamble spend millions of dollars annually creating and maintaining their brands? Why don't they just manufacture their products and sell them under store brand labels?

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Quiz 11: Product, Branding, and Packaging Decisions