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Assume you are a marketing manager that wishes pursue a process of strategic brand management. List ...

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Assume you are a marketing manager that wishes pursue a process of strategic brand management. List ...

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.

Textbook

Marketing Management

Edition: 13^th

Authors: Kotler, Keller

Read 68 times

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