Marketing 16th Edition by William Pride,Ferrell

Exercise 17

The selection and protection of the appropriate brand name is an important part of formulating a marketing strategy. A clear understanding of how branding and packaging decisions influence a customer's choice of products is essential when developing the marketing plan. The brand name and its packaging will influence several other marketing plan decisions. Relating to the information provided in this chapter, focus on the following issues:
Do any strategic opportunities exist from co-branding your new product with existing brands in your company's product mix or with other company's brands? You may want to refer to your SWOT analysis in Chapter 2.
The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the "Interactive Marketing Plan" exercise at www.cengagebrain.com.