A major advantage of using individual branding is that
A) the promotion of one of the company's brands will also promote the company's other brands.
B) this branding policy will prevent the overextension of a brand name to products that are completely unrelated to the original.
C) a poor-quality product will not contaminate all of the company's other products with negative images.
D) a specific brand name for each product will help the company grow during times of economic recession.
E) the quality of one of the company's products will help increase the perceived quality image of the company's other related products.
Question 2
When a customer is considering the purchase of a product in a less-familiar product category, that individual is likely to rely more heavily on
A) internal reference prices.
B) symbol prices.
C) high value products.
D) discounted reference prices.
E) external reference prices.
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