Reference no: EM132202191

What are the three choices in branding when a firm introduces a new product?

A brand occur when a firm uses an ______________ brand name to introduce a new product.

What is a sub-brand?

What is the parent brand?

What is a family brand?

What are the two general categories of brand extensions?

What are the two major advantages of brand extensions?

Discuss different ways of how extensions can help facilitate new product acceptance.

What are the specific ways brand extensions can help provide feedback to the parent brand?

What are the three consumer-related factors based on which successful likelihood of creating a positive image for an extension depends?

Successful brand extensions must achieve desired ___________ of parity and points of _____________.

The effects of an extension on consumer band knowledge will depend on what four factors?

Vertical brand extensions, which extend the brand up into more premium market segments or down into more _________________ segments, are a common means of attracting _____________ groups of consumers.

What are the advantages and disadvantages of vertical brand extensions?

Concern about the ________________ of consumers to update their brand knowledge was what led Honda, Toyota, and Nissan to introduce their luxury car models as separate nameplates/brands (Acura, Lexus, and Infiniti, respectively).

By developing unique brand names, companies pursuing vertical expansion can avoid a _____________ transfer of equity from a ‘lower’ brand to a ‘higher’ brand, but they sacrifice some ability to transfer ____________ associations from the parent brand to the extension.

Outline the 7 steps in successfully introducing brand extensions.

What are 16 the extension guidelines based on academic research, as outlined in the textbook?