Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

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Describe marketing uses of branding. A brand is a name, term, or symbol that identifies and differentiates a firm's products. Established brands encourage customer loyalty and help new products succeed. Branding strategies require decisions about individual, family, manufacturers', and private brands.
6.1 A local supermarket would like to introduce its own brand of paper goods (e.g., paper towels, facial tissue, etc.) to sell alongside its current inventory. The company has hired you to generate a report outlining the advantages and disadvantages of doing so. Write the report.
6.2 How does Hormel use its Web site ( www.hormel.com ) to promote its store brands? Is the site designed more to promote the company or its brands? Check out the Spam Web site at www.spam.com. How do you think Hormel is able to successfully sustain this brand that is often the punch line to a joke?