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SEMESTER PROJECT
In the last two exercises you have been working on defining your product, looking at possible
modification and extensions to your product. In this exercise you will look at developing a branding
strategy for your product.
Step 1: Define any signature elements of your brand. Some possible examples are nicknames, brand
symbols such as some object you are identified with, a unique first or last name, etc.
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ANSWERS TO DISCUSSION AND REVIEW QUESTIONS
1. What is the difference between a brand and a brand name? Compare and contrast a brand
mark and a trademark.
A brand is a name, term, symbol, design, or a combination of these that identifies a seller’s products
2. How does branding benefit consumers and marketers?
Brands aid buyers by helping them identify specific products that they like and do not like, which in
turn facilitates the purchase of items that satisfy individual needs. A brand also helps a buyer evaluate
3. What are the three major degrees of brand loyalty?
Brand loyalty is the customer’s favorable attitude toward a specific brand. The three levels of brand
4. What is brand equity? Identify and explain the major elements of brand equity.
Brand equity is the marketing and financial value associated with a brand’s strength in the market.
5. Compare and contrast manufacturer brands, private distributor brands, and generic brands.
Manufacturer brands are initiated by producers and ensure that producers are identified with their
products at the point of sale. These brands usually require a producer to become involved in
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6. Identify the factors a marketer should consider in selecting a brand name.
When selecting a brand name, marketers must consider a number of factors. The brand name should
be easy to say, spell, and remember. To avoid consumer confusion, brands should be compatible with
7. The brand name Xerox is sometimes used generically to refer to photocopying, and Kleenex is
used to refer to facial tissues. How can the manufacturers protect their brand names, and why
would they want to do so?
A generic term is used to refer to a general product category. Generic terms cannot be protected as
8. What is co-branding? What major issues should be considered when using co-branding?
Co-branding is the use of two or more brands on one product. Marketers employ co-branding to
advantage of the distribution capabilities of co-branding partners.
9. What are the major advantages and disadvantages of brand licensing?
Brand licensing involves an agreement whereby a company allows approved manufacturers to use its
trademark on other products for a licensing fee.
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10. Describe the functions a package can perform. Which function is most important? Why?
A package can perform several functions, including protection, economy, convenience, and
11. What are the main factors a marketer should consider when developing a package?
When making packaging decisions, marketers must take into account a variety of issues. Cost is a
critical consideration when developing a package. Some available processes and designs are very
preference for convenience.
12. In what ways can packaging be used as a strategic tool?
Because a package has the potential for giving a product a competitive edge, marketers often regard
packaging as an important strategic tool. Altering a package can make a product more convenient or
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13. What are the major criticisms of packaging?
Several aspects of packaging evoke criticism. The simplest criticism is that some packages just don’t
14. What are the major functions of labeling?
Marketers use labeling in a variety of ways. By highlighting the brand with an eye-catching graphic
15. In what ways do regulations and legislation affect labeling?
New labeling requirements, either for the food industry in nutritional labeling, or for other products to
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ANSWERS TO APPLICATION QUESTIONS
1. Identify two brands for which you are brand insistent. How did you begin using these brands?
Why do you no longer use other brands?
Student responses will vary depending on the brands. Popular examples may include Apple products
2. Honda introduced an SUV called Element, a name that suggests freedom and comfort in any
environment. Invent a brand name for a line of luxury sports cars that also would appeal to an
international market. Suggest a name that implies quality, luxury, and value.
3. When a firm decides to brand its products, it may choose one of several strategies. Name one
company that uses each of the following strategies. How does each strategy help the company?
a. Individual branding
b. Family branding
c. Brand extension
Student answers will vary based on the companies they choose. Individual branding is a strategy in
4. For each of the following product categories, choose an existing brand. Then, for each selected
brand, suggest a co-brand and explain why the co-brand would be effective.
a. Cookies
b. Pizza
c. Chips
d. A sports drink
Co-branding is the use of two or more brands on one product. Marketers employ co-branding to
5. Packaging provides product protection; customer convenience; and promotion of image, key
features, and benefits. Identify a product that uses packaging in each of these ways, and evaluate
the effectiveness of the package for that function.
6. Identify a package that you believe is inferior. Explain why you think the package is inferior,
and discuss your recommendations for improving it.
Student answers will vary. They should refer to the purposes of packaging (product protection;
7. Using the information on brand value provided in the question text, select a publically-traded
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company, and try to calculate the brand value for one of its products using these methods.
Compare your calculations with the brand value which is claimed in the company’s annual
report.
Student answers will vary based on the company they select. In addition to looking at the
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ANSWERS TO INTERNET EXERCISES
Pillsbury
Like other marketers of consumer products, Pillsbury has set up a website to inform and entertain
consumers. Catering to the appeal of its most popular product spokesperson, Pillsbury has given its
Dough Boy his own site. Visit him at www.doughboy.com.
1. What branding strategy does Pillsbury seem to be using with regard to the products it presents
on this site?
Pillsbury uses a family branding strategy. The company capitalizes on the power of its brand and uses
2. How does this Pillsbury website promote brand loyalty?
The website is designed to help consumers. It provides recipes and ideas for different occasions.
3. What degree of consistency exists in Pillsbury’s packaging of its products displayed on the
website?
Pillsbury’s packaging in very consistent. All products come in blue packaging featuring the
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ANSWERS TO DEVELOPING YOUR MARKETING PLAN
The information obtained from these questions should assist you in developing various aspects of your
marketing plan found in the Interactive Marketing Plan exercise at www.cengagebrain.com.
1. Discuss the level of brand equity your company’s products currently have in the marketplace.
How will brand equity affect your branding strategy?
Student answers will vary depending on their products. Brand equity is the marketing and financial
2. Which type of branding strategy is most appropriate for your new-product idea?
The type of branding strategy (individual, family, or extension) that is most appropriate for students’
3. Do any strategic opportunities exist from co-branding your new product with existing brands in
your company’s product mix or with other company’s brands? You may want to refer to your
SWOT analysis in Chapter 2.
Students should refer to the SWOT analysis they created in chapter 2 in order to answer this question.
4. Discuss the style, color, and labeling options for your product. Consider your target market’s
needs and your branding strategy in this discussion.
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COMMENTS ON THE CASES
VIDEO CASE 14.1: NEW BELGIUM BREWS UP STRONG BRAND
EQUITY
Summary
New Belgium Brewing Company started on a bike trip through Belgium and has become one of the most
successful craft breweries in the United States. New Belgium has built its remarkable success on great
products, a fun brand image, and a strong commitment to sustainability and quality. This case should help
students recognize that even relatively small businesses can build strong brands by staying focused on the
firm’s values and philosophies.
Questions for Discussion
1. What has New Belgium Brewing done to increase brand recognition and brand preference?
New Belgium Brewing has used a variety of methods to increase brand recognition and preference.
2. How is New Belgium Brewing using packaging to support its brand image?
New Belgium essentially uses a family branding policy in that each beer carries the New Belgium
3. Assess New Belgium’s brand equity in terms of awareness, quality, associations, and loyalty.
New Belgium Brewing has high brand awareness, thanks to years of word-of-mouth communications
by satisfied customers and its various communications campaigns. The company works hard to
CASE 14.2: GATORADE GOES FOR “G” BRANDING
Summary
Gatorade, the famous sports beverage brand, is seeking to reboot its appeal by renaming the brand
“G.” Mountain Dew took a similar tactic by rebranding the beverage Mtn Dew. This rebranding
effort was sparked by increased competition in the sports drink beverage category. In addition to
Coca–Cola’s Powerade, a slew of other smaller brands are all giving Gatorade a run for its money.
The goal with the new name and retooled logo is instant recognition, like Nike has with its iconic
swoosh logo. Gatorade also introduced new, more specific, beverages for before, during , and after
sports. Only time will tell whether this rebranding strategy will work for Gatorade.
Questions for Discussion
1. What are the marketing advantages and disadvantages of emphasizing “G” as the primary
element in the Gatorade brand?
Some marketing advantages of emphasizing “G” in the Gatorade brand are that it’s easily
2. As Gatorade sharpens its marketing focus on athletes, should it vary its packaging for
different distribution channels or different sports? Explain your answer.
Responses will vary. Students who believe Gatorade should vary its packaging for different
3. For competitive reasons, do you think Gatorade should consider co–branding to build on
the equity of another major brand name as it seeks higher sales? Why or why not?
To help foster discussion and critical thinking, ask students to review the various PepsiCo brand
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STRATEGIC CASE 5: 100 YEARS OF PRODUCT INNOVATION AT
CHEVROLET
Summary
This case covers the history of Chevrolet’s product innovation. Chevrolet has produced many
different vehicle models over the last century, some of them widely successful and others deleted
from the product mix shortly after introduction. Chevrolet is credited with being the first automobile
maker to come up with the idea of planned product obsolescence. Based on this concept, Chevrolet
introduces a new car model each year, a type of product modification. The case goes on to discuss
how the company’s innovations and product modifications contribute to Chevrolet’s brand image of
being an American icon known for quality and durability.
Questions for Discussion
1. Evaluate the product mix brands Cruze, Camaro, and Corvette in terms of their target
market.
Each of the models has a different target market. The Chevy Cruze was the best-selling compact
2. How has GM managed product innovation to sustain the Chevrolet brand for over 100
years?
Unlike many other brands, Chevrolet has lasted for a century due to its innovative product
3. What are the challenges for the Chevrolet brand in the future?
In general, Chevrolet must continue to seize market opportunities, constantly modify its products,
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INSTRUCTIONS FOR ROLE-PLAY TEAM CASE
ROLE-PLAY TEAM CASE EXERCISE 5: NATURE PURE
This role-play team case exercise is designed to simulate actual marketing decision making in the real
world. Students take on assigned roles and then participate in a team discussion of the case.
Preparation
Break the class into teams of 5. The entire team should read the Background section.
Each student will take on a role of a particular employee within the organization. Even though all of the
roles are printed in the textbook, each student should focus on only his/her assigned role and represent
that person. We realize that some students might try to read all of the roles, but when they break into
teams, they should only make comments based on their assigned roles.
The roles for Nature Pure are:
• Peter Towne, Product Brand Manager
Team Meeting
Students should try to accurately represent the motivations and interests of their individual roles during a
team discussion (15-45 minutes depending on class activities). Teams should discuss each of the issues in
the case and complete any activities mentioned in the Background section.
The issues for Nature Pure include:
• Nature Pure has many new competitors, and market share has been dropping.
This case will require students to complete the following activities:
• Come up with an action plan to address product quality, labeling, misrepresentation of the
ingredient’s purity, and concerns about external watchdog groups that are claiming Nature
Pure is using artificial ingredients.
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