As a branding manager, you have recommended to your board of directors a corporate policy of
umbrella branding. What are the advantages that your company might gain from this?
What will be an ideal response?
Many firms, such as Heinz and GE, use their corporate brand as an umbrella brand across their
entire range of products. A corporate umbrella brand name has a number of advantages. Development cost is less because there is no need for "name" research or heavy advertising expenditures to create brand-name recognition. Furthermore, sales of the new product are likely to be strong if the manufacturer's name is good. Corporate-image associations of innovativeness, expertise, and trustworthiness have been shown to directly influence consumer evaluations. Finally, a corporate branding strategy can lead to greater intangible value for the firm.
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Nancy purchased a Hawaiian vacation that she is paying off in installments. If she put $350 down and pays $115 a month for 9 months, what is the installment price?
A job description refers to a listing of the knowledge, skills, abilities, and other characteristics necessary to perform a job.
Answer the following statement true (T) or false (F)
Determine the proper classification(s) of a house owned and used by John as his principal residence. I. Personal use property. IV. Intangible property. II. Business use property. V. Real estate. III. Tangible property. VI. Personal property
a. Statements I, III, and V are correct. b. Statements I, III, and VI are correct. c. Only statement I and V are correct. d. Only statement V is correct. e. Only statement I is correct.
Martha knows that to be successful, everything her company does must create customer
A. premiums. B. products. C. services. D. value.