MARKETING:REAL PEOPLE,REAL CHOICES
10th Edition
ISBN: 9780135199893
Author: Solomon
Publisher: RENT PEARS
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Chapter 9, Problem 5QA
Summary Introduction
To define: the concept of brand and the characteristics of a good brand name and the way firms provide legal protection for their brands.
Introduction:
Brand: is defined as an identity in the form of mark, symbol, name, or logo given to a product produced by a company to distinguish that product with other products.
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How might a company establish a brand identity in the marketplace?
What are the advantages of a good brand name to the producer ?
How does a brand name differ from a brand mark?
Chapter 9 Solutions
MARKETING:REAL PEOPLE,REAL CHOICES
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- Discuss Why is brand management important for a company's success?arrow_forwardWhat is private brands?arrow_forwardMany times, firms take advantage of their popular, well-known brands by developing brand extensions, because they know that the brand equity of the original or parent brand will be transferred to the new product. If a new product is of poor quality, it can damage the reputation of the parent brand, whereas a new product that is of superior quality can enhance the parent brand’s reputation. What are some examples of brand extensions that have damaged and that have enhanced the parent brand equity? Cite aspects of the brand extension that you believe were most detrimental/helpful.arrow_forward
- Explain How can companies effectively manage brand partnerships and collaborations to enhance brand equity?arrow_forwardWhat are unsought products? Give an example of an unsoughtproduct, and explain how it might be marketed.arrow_forwardWhy a firm does not want a brand name to become a generic term?arrow_forward
- What is brand equity?arrow_forwardHow do mergers and acquisitions impact a company's brand architecture strategy, and what are some best practices for integrating different brand architectures into a unified brand portfolio?arrow_forwardWhat different strategies do firms use to extend the life cycles of their products throughout the maturity stage?arrow_forward
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