b) Very few new brands survive the first year and become successful. Why is this? Identify and expand upon 4 reasons why a new brand might fail, using branding theory to support your answer. (no more then 600 words)
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- write 100-200 words about... 1. which brand you selected? 2. why you choose this brand? 3. how you would describe the brand's value compared to competion? 4. the key characteristics that make this brand sucecessfulBreifly explain the 6 attributes of Branding as mention. (relevance, consistency, proper positioning, credibility, inspiration and uniqueness)Critical Thinking Brand elements and brand equity aredistinct. Virtually all products will have a brand name, alogo, utilize certain colors, have a slogan, and so on, yetthe degree of brand equity varies significantly.Outline the key differences between brand elements and brand equity. What advantages do strong brands have over weak brands in the marketplace?In your opinion, what are some of the most effectiveways to build a strong brand?
- (1) Citing specific examples, how has branding helpedyou as a consumer? Think about the assurance youhave in buying a known and trusted brand, forexample. (2) Think about some of the consumerproducts you buy frequently, such as cereal,painkillers, or snack foods. Do you appreciate therange of choices available to you when you shop forthese items, or do you wish that companies wouldnarrow the options to a handful in each category?Why?Offer a brief overview of Unilever as a parent brand; and Discuss how the company ethos, purpose, and culture are also presentwithin "DOVE" the selected brand. (400 words)Chapter 9 discusses brand image and product positioning. Think about Macy’s and other departmentstores’ brand images. One axis should be high versuslow technology adoption. The other axis could be anybipolar set of adjectives of your choosing. Then, construct a perceptual map that includes several department stores
- Critical Thinking Brand equity means that a brand enjoys customer loyalty, perceived quality, and brand·name awareness. To whal brands are you personallyloyal? Whal is it aboul lhe product that creates brandloyalty and, thus, brand equity?Prompt for students: Describe the following brands' relative positioning in their product categories. Use inexpensive, simple comfort, safe, superior taste, more expensive, premium taste, for business travel, more responsive, better quality, alternative fast food, and for men only. Question Answers 1. Volvo automobiles 2. Keds athletic shoes 3. Mont Blanc writing instruments 4. Diet Coke Hampton Inn Dom Perignon champagne Sony television sets 5. 6. 7. 8. Avis Rent-A-Car 9. Just For Men hair color 10 Subway sandwichesWith several of your classmates, create a new prod- uct in a category that most college students buy reg- ularly (e.g., toothpaste, shampoo, pens, pencils, soft drinks-anything that interests you that might be sold through a drugstore like Walgreens). Make up a new brand name and some creative features and benefits of the new product you come up with.
- 2 xyz produce chocolate bars and sell them to supermarkets. its bestselling brand is chocdelight. it is put in expensive packaging and is sold as a luxury product. this bestselling chocolate bar has had high and steady sales for the last five years, but recently sales have started to fall as it has now reached the decline stage of the product life cycle. a) what is meant by a ' brand? b) identify two ways the business could react to the falling sales of the chocolate bars c) identify and explain two characteristics of the packaging of the chocolate bars . d ) identify and explain two possible reasons why xyz's chocolate bars are successful . e ) do you think giving the chocolate bar a brand name was necessary for its success ? justify your answer .As the marketing director for laptop manufacturer,you have been approached by your CEO suggesting you to plan for new"ingredient brand".Generate FOUR(4)possible requirements for succeeding in ingredient branding in laptop industry.Support your answer with examples.(1) Can a brand with a bad reputation be rescued?Would a company be wiser to just drop a “bad brand”and start fresh with something new? (2) Is staying withthe same product only a case of brand “loyalty”?Could other factors be in play that lead consumers ororganizations not to switch brands? Explain youranswer