List and briefly describe the four roles brands can play as part of a brand portfolio
What will be an ideal response?
The four roles are:
1. Flankers–or fighting brands. These are positioned with respect to competitors' brands so that more important (and more profitable) flagship brands can retain their desired positioning.
2. Cash cows–some brands may be kept around despite dwindling sales because they still manage to hold on to a sufficient number of customers and maintain their profitability with virtually no marketing support. These "cash cow" brands can be effectively "milked" by capitalizing on their reservoir of existing brand equity.
3. Low-end entry-level–the role of the relatively low-priced brand in the portfolio often may be to attract customers to the brand franchise. Retailers like to feature these "traffic builders" because they are able to "trade up" customers to a higher-priced brand.
4. High-end prestige–the role of a high-priced brand in the brand family often is to add prestige and credibility to the entire portfolio.
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Dividing the population into relatively homogeneous groups in order to reduce sample size is the definition of which of the following terms?
a. Ratio estimation. b. Difference estimation. c. Stratification. d. MUS sampling.
You want to determine whether no-smoking policies have affected employee morale in the United States in the past two decades. Are any secondary data likely available? Why?
What will be an ideal response?
Lucas is the general manager of an organization that manufactures school uniforms. Numerous competing firms have outsourced their production to sweatshops in developing countries where workers are paid less than minimum wages
However, Lucas refuses to do this, and his firm consequentially starts to lose market share. In this instance, which of the following schools of ethical thought is guiding Lucas's actions? A) deontological B) humanist C) utilitarian D) consequential
The social class system in the United States
A. is based on a person's educational level. B. does not affect how people spend, but it does affect how they save. C. is much more rigid than in Europe and Asia. D. does not affect people's attitudes. E. may put people with the same income level in different social classes.