A ________ is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.
A) brand partition
B) brand position
C) brand portfolio
D) brand concept
E) brand image

Question

Quizplus · Accepted Answer

A brand portfolio is the complete set of brands and brand lines that a company offers within a specific category. It includes all the brands that the firm markets under a particular product category. Brand partition refers to a process of dividing a product portfolio into two or more smaller portfolios. Brand position explains how a brand is perceived in the market in comparison to competitors. Brand concept is the idea behind a brand that sets it apart from other brands in the market. Brand image is the overall perception that a consumer has about a particular brand.

A ________ Is the Set of All Brands and Brand