Question 1

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

Accepted Answer

A fighting brand is specifically designed to counteract or confront competitors' brands, often by offering a similar product at a lower price point or with different features that appeal to a specific customer segment. Co-branding involves two brands working together, private branding involves creating a brand for a retailer's own products, brand extension involves using an existing brand name for a new product line, and a subbrand is a brand that is part of another larger brand.

Question 2

When General Mills teams up with Hershey Foods to create a cereal called Reese's Peanut Butter Puffs (the Reese's brand belonging to Hershey's),what is the General Mills' branding strategy called?

Accepted Answer

Co-branding, as General Mills is teaming up with Hershey's to create a new product with both of their brands prominently featured.

Question 3

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 different products under the brand name Tylenol for specific purposes such as arthritis, sinus and allergy, cold and flu, and pain and sleeplessness. This strategy helps in creating a strong brand identity for each product while leveraging the brand equity of the parent brand.

Question 4

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 microprocessors,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 strategy, where a company creates a cheaper, inferior product to fend off competitors without diluting the brand equity of its main product. Intel created Celeron to compete with AMD's K6 chips in the low-cost PC market, while still maintaining the premium brand image of Pentium.

Question 5

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 a company offering multiple brands in the same product category. Mars, Inc. sells multiple brands of candy, making it a perfect example of multibranding strategy.

Question 6

The pairing of two brand names of two manufacturers on a single product is referred to as

Accepted Answer

Co-branding refers to the practice of using two brand names of two manufacturers on a single product. This strategy allows both companies to leverage the strengths of their respective brands and create additional value for customers. Examples include the partnership between Nike and Apple for the Nike+ iPod and the partnership between Samsung and Harman Kardon for the AKG headphones that come with some Samsung smartphones.

Question 7

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

Accepted Answer

Multibranding is the branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment. This approach allows a company to target multiple market segments with distinct brands and messaging, without risking confusion or dilution of the brand.

Question 8

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 use of a successful brand name to launch new products in different categories. However, if a brand name is used too widely across too many different products, it can result in brand dilution, where consumers no longer associate the brand with a specific product category. This can lead to confusion, loss of brand loyalty, and ultimately, reduced sales.

Question 9

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 10

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

Accepted Answer

Nike has used subbranding with its lines Air Jordan and Air Lebron by creating a distinct brand within the larger Nike brand. The subbrands have their own unique logos, designs, and marketing strategies, while still being associated with the main Nike brand.

Question 11

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 creates distinct brand names for each of its products. This allows the manufacturer to target different segments of the market and avoid cannibalizing sales of one product with another. It also allows for greater flexibility in pricing and promotional efforts for each brand.

Question 12

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

Accepted Answer

Multibranding is a strategy in which a firm gives each product a distinct name when each brand is intended for a different market segment. This allows the company to target different groups of customers with different products and avoid diluting the brand image.

Question 13

Brand extensions is the practice of

Accepted Answer

Brand extensions involve applying the current brand name to enter a completely different product class.

Question 14

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 15

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 introduction of a full line of baby and toddler toiletries by Kimberley-Clark is an example of brand extension. This is because the company is leveraging the strong Huggies brand image among mothers to offer new products that are related to its existing product line.

Question 16

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

Accepted Answer

Fighting brands

Question 17

Which of the following is NOT true about a multibranding strategy?

Accepted Answer

A multibranding strategy is not used when a firm produces products and sells them under the brand name of a wholesaler or retailer, as in this case, the products are sold under the retailer's brand name and not multiple brands.

Question 18

Advertising and promotion costs tend to be higher with a __________ strategy because the company must generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions.

Accepted Answer

The answer of Advertising and promotion costs tend to be...

Question 19

Co-branding involves

Accepted Answer

Co-branding involves pairing two brand names of two manufacturers on a single product, allowing both brands to benefit from the exposure and credibility of the partnership. The other options do not accurately define co-branding.

Question 20

Gatorade successfully used a __________ strategy when it introduced Gatorade G2.

Accepted Answer

Gatorade G2 is a subbrand of Gatorade, which is a well-established brand of sports drinks. G2 targets a specific segment of the market by offering a lower calorie option for those who are concerned about their caloric intake. This strategy allows Gatorade to extend its brand by offering a product that meets the needs of a different market segment while leveraging the strength and equity of the existing Gatorade brand.

Quiz 11: Managing Successful Products, Services, and Brands

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

When General Mills teams up with Hershey Foods to create a cereal called Reese's Peanut Butter Puffs (the Reese's brand belonging to Hershey's) ,what is the General Mills' branding strategy called?

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.

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.

The pairing of two brand names of two manufacturers on a single product is referred to as

A branding strategy that involves giving each product a distinct name 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.

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.

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

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

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

Brand extensions is the practice of

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.

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.

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

Which of the following is NOT true about a multibranding strategy?

Advertising and promotion costs tend to be higher with a __________ strategy because the company must generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions.

Co-branding involves

Gatorade successfully used a __________ strategy when it introduced Gatorade G2.

Quiz 11: Managing Successful Products, Services, and Brands

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

When General Mills teams up with Hershey Foods to create a cereal called Reese's Peanut Butter Puffs (the Reese's brand belonging to Hershey's) ,what is the General Mills' branding strategy called?

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.

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.

The pairing of two brand names of two manufacturers on a single product is referred to as

A branding strategy that involves giving each product a distinct name 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.

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.

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

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

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

Brand extensions is the practice of

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.

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.

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

Which of the following is NOT true about a multibranding strategy?

Advertising and promotion costs tend to be higher with a __________ strategy because the company must generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions.

Co-branding involves

Gatorade successfully used a __________ strategy when it introduced Gatorade G2.

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.