Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

تمرين 10

Creative Corner
The brand name, package, and label are three critical elements a marketing manager considers when introducing a new product. Pick one of the products from the following list. Assume that you are the new product manager and that your company has introduced a new brand within the product category. Your first task is to choose a brand name. Using the Internet, identify three key competitors and make a case for how the brand name you select will help the item stand out in the marketplace. If needed, what type of package will be used What elements will be placed on the label
Products
1. A new brand of skis for recreational boating
2. A new line of eyeglasses
3. A new chocolate candy bar
4. A new line of jeans
5. A new energy drink
6. A new perfume or cologne