chapter 12 part #1

Question 1

Milked by capitalizing on their reservoir of existing brand equity

Answer 1

cash cows

Question 2

To attract customers to the brand franchise

Answer 2

Low-end entry-level

Question 3

Protective or “fighter” brands;

To create stronger points-of-parity w/ competitors brands

Answer 3

Flankers

Question 4

example of flanker

Answer 4

Mini-cooper, a flanker brand for the small car market

Question 5

the charitable contributions of a firm are tied to the customers’ engaging directly or indirectly in revenue-producing transactions with the firm. (ex. Yoplait’s contribution to breast cancer)

Answer 5

Cause Marketing

Question 6

Collection of distinct brands sold by a company in a product category

Answer 6

Brand Portfolio

Question 7

brand portfolio is to maximize ________ so that no potential customers are being ignored, but minimize _________ so that brands aren’t competing among themselves to gain the same customer’s approval.

Answer 7

market coverage ; brand overlap