Head shoulders has been a rebran ded b reformulated c

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Head & Shoulders has been: A. rebran ded. B. reformulated. C. licensed to a premium shampoo manufacturer.
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D. extended as a brand. E. co-branded. Head and Shoulders has been rebranded (also referred to as brand repositioning) to give it a health-oriented image. While it is possible that it may have been reformulated, it is equally likely that the rebranding consists strictly of changes in positioning and marketing communications. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 10-06 Determine the various types of branding strategies used by firms. Topic: Branding Strategies 92. (p. 223) Secondary packaging: Secondary packaging--the wrapper or exterior carton that contains the primary package--fills many roles, including all of those listed here. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 10-08 Indicate the advantages of a product's packaging and labeling strategy. Topic: Packaging 93. (p. 223) A __________ package is the one a consumer uses. A __________ package is used by retailers to display and sell the product. A. secondary; primary B. generic; private label C. primary; secondary D. corporate; manufacturer's E. co-branded; licensed The primary package is the package the consumer uses (for example, a toothpaste tube), while the secondary package is used by retailers to display the product (for example, the box the toothpaste
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tube comes in). AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 10-08 Indicate the advantages of a product's packaging and labeling strategy. Topic: Packaging 94. (p. 224-225) Which of the following is NOT one of the important functions of labels on products and packages? A. Protecting against damage to the product. B. Providing consumer information to assist in purchasing. C. Identifying the brand and building brand image. D. Promoting the brand or complementary brands. E. Listing ingredients. The package might protect against damage to the product, but that is not a function of the label. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 10-08 Indicate the advantages of a product's packaging and labeling strategy. Topic: Packaging 95. (p. 225) What U.S., government agency reviews food and package labels to ensure claims made by the
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  • Fall '12
  • Chris
  • Brand, product line, Procter & Gamble, Actual Product

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