Quiz 6: Brand Extension

The _______________ is the name that is attached to one or more products or services.

Which of the following is NOT a benefit from a brand extension to new product acceptance?

A _________________ is something that a consumer buys to satisfy a want or need.

_____________________ has been successful where the complementary fit between the two brands enhance both.

Starbucks making coffee makers is an example of _______________.

In order for a new product to be accepted a company should assess their competence in the ____________________.

____________________ products are the "feel" products where psychological risks and self-expressive benefits can be important.

An AT&T Universal Master Card is an example of ________________.

If the new product's value proposition and target positioning can use the same brand ___________________, extension of this is usually a logical step.

The Hershey brand tends to have its identity tied closely to one ___________________________

A shampoo brand making shower gel and lotion is an example of _____________________.

________________have become a very popular way to leverage the value of an established brand.

In a _______________________ product category, the brand extension guarantees are particularly important.

An example of an umbrella brand is:

_________________________ is where an establish brand is used to introduce a new product from a different product line.

If a company has several competing brands in the same product category they are unlikely to use _____________________.

The ___________ of a strong brand sets limits to how widely the brand can be extended.

A __________________ is something consumers purchase to satisfy a need.

For __________________ products the functional risk in new product acceptance can be quite important.

A(n) __________________ brand is one over-arching name for a set product with sub-brands under it.

Co-branding can be a win-win situation for both brands because it increases the promotional cost.

Successful brand extension does not add to the parent brand value.

One of the cons to brand extension of new product acceptance is less uniqueness compared with a new brand.

One of the reasons for a brand extension is the speedy acceptance of a new product.

The basic role of a parent company is to facilitate the acceptance of the new product.

Brand extensions are a good way to build brand value when the extension reaffirms the existing brand.

One of the pros to brand extension of new product acceptance is that a strong endorsing brand will increase consumers' perceived risk.

Benefits of co-branding are that the two brands gain good will and potential customers from the partner.

Every brand has a boundary beyond which it should not be extended.

In order to reduce risk in brand expansion, describe what two risks companies must originally consider.

Describe the difference between the pros and the cons of brand extension new product acceptance.

Describe the similarities and difference between brand extension and line extension.