This topic contains a solution. Click here to go to the answer

Author Question: Discuss the branding strategies marketers can use. What are the two policies used by a firm to brand ... (Read 60 times)

HCHenry

  • Hero Member
  • *****
  • Posts: 591
Discuss the branding strategies marketers can use. What are the two policies used by a firm to brand its products?

Question 2

One advantage of nonprice competition is that
 A) a firm can react quickly to competitive efforts.
  B) market share becomes less important.
  C) a firm can build customer loyalty.
  D) marketing efforts are completely eliminated.
  E) pricing is no longer a factor.



Related Topics

Need homework help now?

Ask unlimited questions for free

Ask a Question
Marked as best answer by a Subject Expert

lcapri7

  • Sr. Member
  • ****
  • Posts: 350
Answer to Question 1

Before establishing branding policies, a firm must decide whether to brand its products at all. If a company's product is homogeneous and is similar to competitors' products, it may be difficult to brand in a way that will generate brand loyalty. Raw materials such as coal, sand, and farm produce are hard to brand because of the homogeneity of such products and their physical characteristics. If a firm chooses to brand its products, it may use individual branding, family branding, or a combination.
Individual branding is a policy of naming each product differently. Nestl S.A. is the world's largest food and nutrition company. Nestl uses individual branding for many of its different brands, such as NESCAF coffee, PowerBar nutritional food, Maggi soups, and Haagen-Dazs ice cream. A major advantage of individual branding is that if an organization introduces an inferior product, the negative images associated with it do not contaminate the company's other products. An individual branding policy also may facilitate market segmentation when a firm wishes to enter many segments of the same market. Separate, unrelated names can be used, and each brand can be aimed at a specific segment.

When using family branding, all of a firm's products are branded with the same name or at least part of the name, such as Kellogg's Frosted Flakes, Kellogg's Rice Krispies, and Kellogg's Corn Flakes. In some cases, a company's name is combined with other words to brand items. Arm & Hammer uses its name on all its products, along with a general description of the item, such as Arm & Hammer Heavy Duty Detergent, Arm & Hammer Pure Baking Soda, and Arm & Hammer Carpet Deodorizer. Unlike individual branding, family branding means that the promotion of one item with the family brand promotes the firm's other products.

Answer to Question 2

C




HCHenry

  • Member
  • Posts: 591
Reply 2 on: Jun 29, 2018
Gracias!


bblaney

  • Member
  • Posts: 323
Reply 3 on: Yesterday
Excellent

 

Did you know?

This year, an estimated 1.4 million Americans will have a new or recurrent heart attack.

Did you know?

In 1844, Charles Goodyear obtained the first patent for a rubber condom.

Did you know?

The B-complex vitamins and vitamin C are not stored in the body and must be replaced each day.

Did you know?

Many of the drugs used by neuroscientists are derived from toxic plants and venomous animals (such as snakes, spiders, snails, and puffer fish).

Did you know?

The most common childhood diseases include croup, chickenpox, ear infections, flu, pneumonia, ringworm, respiratory syncytial virus, scabies, head lice, and asthma.

For a complete list of videos, visit our video library