Reference no: EM131044182

Short answer Please

1. What is a firm's brand architecture strategy?
2. Describe the two aspects a good brand architecture strategy defines.
3. What are the two main roles a good brand architecture strategy serves?
4. What are the three key steps required to develop a brand architecture strategy?
5. What are the three important characteristics that should be considered in the first key step of developing a brand architecture strategy?
6. What is Brand Vision?
7. A good brand vision has a foot in both the _____________ and the ____________.
8. The trick for formulating a good brand vision is to strike the ________ _________ between what the brand is and what it could become, and to identify the ___________ __________to get it there.
9. Fundamentally, brand vision relates to the "_____________-____________ purpose" of the brand, based on keen understanding of ________________ aspirations and brand ___________.
10. What does it mean to define brand boundaries?
11. What are the four ingredients of brand positioning guidelines?
12. Differentiate between line extensions and category extensions.
13. Differentiate a "house of brands" strategy from a "branded house" strategy. This is one way of distinguishing brand architecture strategies of firms.
14. What is a sub-brand?
15. What is a benefit of a sub-branding strategy?
16. What role do sub-brands play in brand architecture strategy?
17. When should marketers employ sub-branding?
18. To successfully execute the process of the three steps to formulate brand architecture strategy, marketers should use brand ____________________ analysis for Step 1 and determining brand potential, and brand __________________ analysis for Steps 2 and 3 and branding particular products and services.
19. The two analyses introduced in this chapter are important tools that help organize and prepare for successful formulation of brand _____________ strategy.
20. What is a brand portfolio?
21. Why might a firm have multiple brands in the same product category? What is the primary reason? What are other reasons to introduce multiple brands in a category?
22. What should marketers first define, when designing the optimal brand portfolio?
23. A portfolio is too big if profits can be increased by ______________ brands; it is not big enough if profits can be increased by _______________ brands.
24. What is the basic principle in designing a brand portfolio?
25. What are some specific roles brands serve as part of a brand portfolio?
26. What is the purpose of flanker brands?
27. What is the guideline for designing flanker or fighter brands?
28. What is a cash cow brand?
29. What is a low-end entry-level brand? And why is it sometimes preferred by retailers to feature in their promotions?
30. What is the role of a relatively high-priced brand in the brand family?
31. What is a brand hierarchy?
32. What are the guidelines for brand hierarchy decisions and applicable principle for each guideline?
33. What is a flagship product?
34. What are the three dimensions of corporate credibility?
35. What are the five guidelines to keep in mind for marketers when managing brand architecture?