What is basic principle in designing brand portfolio

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Reference no: EM132201409

What is a brand portfolio?

Why might a firm have multiple brands in the same product category? What is the primary reason? What are other reasons to introduce multiple brands in a category?

What should marketers first define, when designing the optimal brand portfolio?

A portfolio is too big if profits can be increased by ______________ brands; it is not big enough if profits can be increased by _______________ brands.

What is the basic principle in designing a brand portfolio?

What are some specific roles brands serve as part of a brand portfolio?

What is the purpose of flanker brands?

What is the guideline for designing flanker or fighter brands?

What is a cash cow brand?

What is a low-end entry-level brand? And why is it sometimes preferred by retailers to feature in their promotions?

What is the role of a relatively high-priced brand in the brand family?

What is a brand hierarchy?

What are the guidelines for brand hierarchy decisions and applicable principle for each guideline?

What is a flagship product?

What are the three dimensions of corporate credibility?

What are the five guidelines to keep in mind for marketers when managing brand architecture?

Reference no: EM132201409

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