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Chapter 11 - Product, Branding, and Package Decisions Marketing 6th
Answers to End of Chapter Learning Aids
Marketing Digitally
1 Visit MAC Cosmetics’ website (http://www.maccosmetics.com/). Identify and briefly describe
the depth and the breadth of its product lines.
Student answers will vary. MAC offers a variety of product lines including product lines for lips, eyes, nail
2 Go to BMW's website (http://www.bmwusa.com/) and identify a few recently introduced brand
extensions to the marketplace. Discuss whether you believe the brand extension examples
you provided will benefit or harm the firm.
Some of BMW’s new brand extensions include the new X5 SUV and the 4-series coupe. These products
Marketing Applications
1 L.L.Bean has a 100% satisfaction guaranteed policy on all of its products. What features of a
pair of pants from L.L.Bean would be part of the actual product and which would be part of the
associated services?
Features of the actual pants product might include brand name, design, durability, quality, fit, and color.
1 Classify each of the following products into either convenience, shopping, specialty, or
unsought goods: toothpaste, life insurance, Sharp TV, Eggo waffles, lettuce, Coach handbag,
adidas soccer cleats, furniture.
Toothpaste, Eggo waffles, and lettuce are likely convenience products because they are frequently
purchased with very little thought.
2 Study the following two product mixes. Product Mix 1: A, B, C, and D are the lines; and for
Product Mix 2: X, Y, and Z are the lines.
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Chapter 11 - Product, Branding, and Package Decisions Marketing 6th
Which mix has more breadth and why? Which mix is deeper and why?
A firm’s product mix breadth represents a count of the number of product lines offered by the firm.
3 Suppose you are the coffee buyer at Kroger’s. There is a strong corporate initiative to
increase store-label merchandise. Discuss the advantages and disadvantages of offering
private-label coffee.
Private-label brands (also called retailer/store brands) are products developed by retailers who often
contract with manufacturers to produce products. Store brands now account for almost 20 percent of
4 Identify a specific brand that has developed a high level of brand equity. What specific aspects
of that brand establish its brand equity?
Student answers will vary. In picking a brand that they think has high equity value, students should
explore why they believe it has high value and what determines that value.
5 Are you loyal to any brands? If so, pick one and explain why you believe you are loyal, beyond
that you simply like the brand. If not, pick a brand that you like and explain how you would feel
and act differently toward the brand if you were loyal to it.
Student answers will vary. This question challenges students to consider exactly why they may be brand
loyal toward one product but not another, which may be because of product characteristics, the student’s
experience, or their opinion of the company that provides the product. Therefore, they might mention that
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Chapter 11 - Product, Branding, and Package Decisions Marketing 6th
6 Sears owns several store brands, including DieHard, Kenmore, and Craftsman. Each brand
features many models that may appeal to various customer groups. Wouldn’t it be easier to
just identify them all as Sears? Justify your answer.
Sears is using an individual branding strategy. The advantage of individual branding is that each product
7 Do you think all edible items sold in a grocery store should have an ingredient and nutrition
label? Consider the perspectives of consumers, the manufacturer, and the store.
To expand students’ understanding of the roles and responsibilities of the different parties, this question
challenges them to consider the benefits and costs of labels for each group.
Most food in a grocery store should have an ingredient and nutrition label, with the exception of, say,
8 You are the brand manager for a firm that makes herbs, spices, and other food additives. You
have had complaints from some of your retail outlets that they are finding empty bottles of
pure vanilla extract stashed around the store. Apparently, due to the high (35 percent) alcohol
content of pure vanilla extract, people are grabbing the cute little bottles, having a drink, and
getting rid of the evidence. Anecdotal evidence from store employees indicates that the
majority of the imbibers are teenagers. The cost of placing a tamperproof cap on the extract is
a relatively insignificant percentage of the purchase price but will make it more difficult to
open, particularly for older customers. Also, there has been a significant rise in sales to
retailers as a result of the vanilla “addicts.” What should you do?
Student answers will vary. This question leads the student to examine the ethical aspects of packaging
and its impact on the brand.
Quiz Yourself
1As the size of retail firms has increased through growth and consolidation, more retailers have
developed _____ merchandise, which they use to establish a distinctive identity.
a. generic
b. copycat
c. private-label
d. manufacturer
e. co-branded
9Brand equity is determined by four aspects of a brand. Which of the following is not one of the four
aspects?
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Chapter 11 - Product, Branding, and Package Decisions Marketing 6th
a. Brand awareness
b. Perceived value
c. Brand associations
d. Brand quality
e. Brand loyalty
Chapter Case Study: From the Counterculture to the Runway: How Did
Birkenstocks Become Fashionable?
1Visit the company website (https://www.birkenstockusa.com/) and identify and describe the different
product lines that it markets.
Per the company’s website:
BIRKENSTOCK CLASSIC
The perfect synthesis of form, function, and elegance: the models of the BIRKENSTOCK Classic range.
BIRKENSTOCK EVA
EVA sandals are perfect for the beach, garden, leisure time, and wellness environment.
10 Describe its product line breadth
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Chapter 11 - Product, Branding, and Package Decisions Marketing 6th
11 Review the different product categories in each of the company's product lines. Which has the
greatest depth? Which has the least?
12 How has the company positioned its brand? How does it go about communicating its
position?
Birkenstock wants to be perceived as a manufacturer of glove-leather, designer footwear. Overall, the
company has expanded on its traditional family-friendly and natural image. The new image is to be “edgy
Additional Teaching Tips
This chapter examines product lines, mix, and breadth. Different branding strategies are addressed.
Students use critical thinking skills to discover why brands are valuable to a firm. Product packaging and
labeling also contribute to the firm’s overall strategy and those concepts are also reviewed in this chapter.
This is a fun exercise to get students excited about brands. To demonstrate the value of a brand,
instructors may want to start the topic discussion by gathering brand symbols and brand character icons
without any identifying writing on them. These can be obtained through a web search of the character; for
instance, type “Tony the Tiger” in your search engine and download the graphic. Place the symbols on a
transparency in color. Start the class by dividing the class into four or five groups. The instructions: The
leader is to write down the brand name from input of group members. Time the exercise. It usually doesn’t
take long depending on how many characters you use. At the conclusion declare a winner and then ask
the students “Why are brands valuable?” Students realize the importance of brand recognition through the
brand character or icon.
Online tip: The same exercise can be used in an online forum in synchronous connection with the
class where each of the brand characters are shown. The first student that types in the correct brand
name would “win” and the instructor shows the next image. A synchronous course discussion can then
occur about the importance of the brand character/logo.
Connect Activities
Activity Type Learning Objectives 11-
01 02 03 04 05 06 07 08
Band-Aid: Building on the Value of
the Brand Case Analysis X X X
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Chapter 11 - Product, Branding, and Package Decisions Marketing 6th
Types of Products Click & Drag X
Band-Aid: Building on the Value of the Brand
Activity Type: Case Analysis
Learning Objectives: 11-03, 11-05, 11-07
Difficulty: Hard
Activity Summary: The case discusses how Band-Aid manages its product mix. Students answer
questions that apply chapter concepts to the case.
Activity
Introduction: The Band-Aid brand, which is a part of global consumer goods giant Johnson & Johnson, is
widely known as a leader in the wound-care market. Band-Aid has built its brand reputation through
Concept Review: The value of a brand translates into brand equity, or the set of assets and liabilities
linked to a brand that add to or subtract from the value provided by the goods or service. Firms
Follow-Up Activity
Individually or in small groups, ask students to visit the Band-Aid website and map out their product mix
Types of Products
Activity Type: Click & Drag
Learning Objectives: 11-02
Difficulty: Medium
Activity Summary: Students are asked to classify four product examples according to the product
type each one represents.
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Chapter 11 - Product, Branding, and Package Decisions Marketing 6th
Activity
Introduction: Consumer products are products and services used by people for their personal use.
Concept Review: Marketers classify consumer products by the way the products are used and the
Follow-Up Activity
In small groups, ask students to think of some products that could be classified as more than one of the
Branding Strategies
Activity Type: Click and Drag
Learning Objectives: 11-06
Difficulty: Medium
Activity Summary: Students match five different brand examples with different brand naming
strategies.
Activity
Introduction: A brand name can add value to a product beyond its physical and functional
Concept Review: Firms institute a variety of brand-related strategies to create and manage key
Follow-Up Activity
Class discussion: As shown in the exercise, Kellogg’s uses a family brand strategy, with its various types
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Chapter 11 - Product, Branding, and Package Decisions Marketing 6th
Frito-Lay Branding with Doritos
Activity Type: Video Case
Learning Objectives: 11-04, 11-05
Difficulty: Medium
Activity Summary: This video discusses a Doritos rebranding campaign that used several online
channels. After the video ends, students are asked questions about the video and related course
concepts.
Activity
Introduction: Why is the Doritos brand valuable to Frito-Lay and what are the different branding
Concept Review: Branding provides a way for a firm to differentiate its offerings from those of its
competitors. A brand name can represent an entire product assortment, one product line, or a single
Video: The video is presented to the student below the introductory information. The video plays
Follow-Up Activity
In class, visit the Doritos website to explore the company’s most recent promotion(s). As of this writing,
Three Stripes: Branding at adidas
Activity Type: Video Case
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Chapter 11 - Product, Branding, and Package Decisions Marketing 6th
Learning Objectives: 11-04, 11-05, 11-06
Difficulty: Medium
Activity Summary: This video explains the adidas branding strategy, in particular describing the
brand naming strategy and how the “three stripes” logo is used on the brand’s products. After the
video ends, students are asked questions about the video and related course concepts.
Activity
Introduction: The “three stripe” logo on all adidas products is an important element of the brand,
Video: The video is presented to the student below the introductory information. The video plays
Follow-Up Activity
Have students visit the Nike website. What is Nike’s branding strategy for its shoes?
ISeeIt Video Case: Brand Equity
Activity Type: Video Case
Learning Objectives: 11-05, 11-06
Difficulty: Easy
Activity Summary: This video case looks at sources of brand equity for a coffee business.
1. Activity
Introduction: One of the core decisions in marketing is branding, where an organization uses a
series of identifiable symbols, names or phrases to distinguish itself from competitors. In order to
understand the effectiveness of these initiatives, businesses must evaluate brand equity, brand
awareness, perceived value, and associations to their brand. The Coffee Collective appreciates this
importance and needs to establish a deeper understanding of its brand equity within the
market. Martha uses a survey and loyalty program to better gauge what consumers think when they
hear Coffee Collective, what customers perceive as the value of buying coffee at the Coffee
Collective, and what associations they may have with her store. From what she has learned about the
brand equity of her business, Martha can develop an appropriate branding strategy to help ensure
that her business maintains its relevance within the marketplace.
Video: The video is presented to the student below the introductory information. The video plays
embedded on the page, after which questions are presented.
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Chapter 11 - Product, Branding, and Package Decisions Marketing 6th
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