Reference no: EM133201640 , Length: Wrod Count: 250 words.

Discussion Post: Building Brands

Select only one of the two discussion questions below and provide a thoughtful 250+ word response to all of the questions (250 words total, not for each section). Please separate your answers by the parts of the question. It makes it easier to see your specific response to each part.

NOTE: This is a POST FIRST discussion board. That means you can see responses by your classmates ONLY after you post your response. Your first post counts, so if it's blank - that's what you will be graded on. You cannot go back and edit your posts after you submit it. The reason this for this is that I want each of you to thoughtfully develop your own response. But then, I want you to be able to see what other students think about the same topics as you. It's helpful to learn from our peers.

Option I: Building Brands

Many times a firm will take advantage of its popular, well-known brand by developing brand extensions because they know that the brand equity of the original or parent brand will be transferred to the new product. If the new product is of poor quality, it can damage the reputation of the parent brand - and if a new product is of excellent quality, it can enhance the parent brand.

A. Explain, in your own words, the difference between a brand extension and a line extension.

B. With this in mind, offer an example of a successful brand extension, where both the parent brand and the new brand benefited. Why do you feel it was successful?

C. Offer an example of an unsuccessful brand extension, where the new brand likely damaged the parent brand equity. Why do you feel it was unsuccessful?

D. Shinola (Detroit's own watch, bike and leather products company) is extended their brand by opening a hotel (Links to an external site.) in Detroit in Fall 2018. From the standpoint of brand extensions and brand equity, comment on the risks and benefits of this strategy. You may want to do some online research to support your comments.

Option II: PLC Scavenger Hunt

The Product Life Cycle (PLC) is a useful tool to marketers as they classify their offerings. Take a look at Exhibit 12.5 in your text to learn more about the INTRODUCTION, GROWTH, MATURITY and DECLINE stages. One note about the PLC, depending on the industry, the life cycle can be very long or very short!!!

For this DQ - and this could be fun! - You need to do an online scavenger hunt:

A. First choose any one of the following industries: automotive, electronics, gaming, fashion, beauty supplies, or housewares.

B. Cut and paste and/or link to examples of products which you feel are in each of the life cycle stages within the 1 industry you chose. You should have 4 different examples (one each for INTRODUCTION, GROWTH, MATURITY and DECLINE).

C. Explain WHY you think each example represents that part of the PLC.