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A week ago

Question 1.

Identify the three important principles for internal branding presented in the text.

Question 2.

As a branding manager, you have recommended to your board of directors a corporate policy of blanket family branding. Write a brief statement outlining the advantages of blanket family branding.
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Marketing Management
Edition: 13th
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Answer 1

Three important principles for internal branding are: (1) choose the right moment; (2) link internal and external marketing; and (3) bring the brand alive for employees.

Answer 2

This policy is followed by Heinz and General Electric. A blanket family name has advantages. Development cost is less because there is no need for "name" research or heavy advertising expenditures to create brand-name recognition. Furthermore, sales of the new product are likely to be strong if the manufacturer's name is good. Campbell's introduces new soups under its brand name with extreme simplicity and achieves instant recognition.
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