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Question 1.

Four general strategies can be used in branding. Which of the following strategies is the one used by Kellogg's when it follows a subbranding policy with Kellogg's Rice Krispies, Kellogg's Raisin Bran, and Kellogg's Corn Flakes?

• Individual names

• Separate family names for all products

• Blanket family names

• Global names for all products

• Corporate name combined with individual product names

Question 2.

Assume you are a marketing manager that wishes pursue a process of strategic brand management. List the four main steps that you would most likely go through to accomplish this task.
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Marketing Management
Edition: 13th
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Answer 1

Corporate name combined with individual product names

Answer 2

The steps would be: (1) identifying and establishing brand positioning; (2) planning and implementing brand marketing; (3) measuring and interpreting brand performance; and, (4) growing and sustaining brand value.
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