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The _________________________ involves coordinating brand strategies for the various brands and sub-brands to capitalize on positive spillover effects and minimize negative spillovers.
With about 8,500 brands, Nestle uses _____________ in which the Nestle stylized name endorses the brands in each category.
The collection of brands that a firm own is its _____________________________.
Most multi-brand firms have a(n) _______________ of brands that helps to clarify the strategic roles of the brand.
The ____________________________ strategy usually consists of a period where the new name is featured together with the old name.
Which is NOT a negative in rebranding an established brand by changing the name?
Summary axing can backfire because the ________________ can be so strong even the original owner cannot introduce the change.
Through product line extensions (i.e. new products and acquisitions of other brands) many companies have diversified and have a(n) ________________ of brands.
A________________________ is in charge of similar brands in a company, and is responsible for differentiating these brands.
In acquiring brands some companies use their name as a(n) ______________________ but keep the local name for loyal customers.
__________________ is often the most important issue when a company acquires a brand.
Which one is NOT a reason for brand divestment?
When acquiring a brand, companies will take into consideration many different factors including _____________________ which involves consolidation of supplier networks, production facilities, and distribution channels.
Which of the following is a benefit of keeping the brand name but shifting the positioning and brand characteristics?
Which of the following types of brands can be part of a company's brand portfolio?
The success of a(n) _____________ strategy depends on the degree to which the corporate brand is familiar with the market, and provides additional product quality information.
The _________________________ coordinates all the brands of the company.
________________________ means changing an established brand name.
Which of the following is something a company does not consider when acquiring a brand?
____________________ may be beneficial if the brand association becomes negative.
Because consumers are loyal to a brand innovation should be avoided.
The fundamental reason why a company acquires other brands is the need to grow.
Portfolios ought to be structured around top-down control requirements rather than market-place synergies.
The "legacy" brand is the original brand that started the company.
A typical brand portfolio is structured as a hierarchy.
The brand positioning may have to shift in order to accommodate another brand in the portfolio.
Rebranding may consist of changing the positioning, name, and logo of brand.
Most brand acquisitions involve weak brands.
Rebranding is sometimes necessary when the brand association becomes negative.
One way to coordinate branding decisions in the portfolio is to assign different strategic roles.
Describe the reasons that a company acquires other brands:
Describe what companies should consider when acquiring a brand?