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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Jim and Pam have been dating for a few months. However, Jim is thinking about breaking up with Pam because he thinks that his relationship with Pam is not as good as the relationship he could have with Sandy. Which concept associated with Social Exchange Theory best explains this situation?
A. comparison level B. comparison level of alternatives C. costs D. rewards
Voting rights are typically held by
A) only common stockholders. B) only preferred stockholders. C) both common and preferred stockholders. D) common and preferred stockholders and bond holders.
In a pure market, the only distinguishing variable that a firm can use to its advantage is ______.
a. Product superiority b. Relative price c. Technological know-how d. None of the above
NEPA imposes the responsibility for maintaining the environment on all federal agencies
a. True b. False Indicate whether the statement is true or false