Answers will vary but should include discussion of

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Answers will vary but should include discussion of the advantages and caveats associated with brand extension. For restaurants and hotel chains with quality images, the brand extension may be logical. For a university, it may result in novelty sales but does not seem logical. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 10-07 Distinguish between brand extension and line extension. Topic: Branding Strategies 124. Walt Disney Company recently announced it would no longer allow its characters to be used in
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(p. 220- 221) promoting unhealthy foods. In branding strategy, what does this change? From both ethical and marketing perspectives, does this change make sense? This change means Disney is restricting co-branding with food companies. From an ethical perspective the company was quoted as saying "A company such as ours, with the reach we have, has a responsibility because of how much we can influence people's opinions and behavior." From a marketing perspective, the company will lose some brand licensing fees but benefit from supporting their brand image as a wholesome entertainment company. AACSB: Ethics Blooms: Apply Difficulty: 3 Hard Learning Objective: 10-06 Determine the various types of branding strategies used by firms. Topic: Branding Strategies 125. (p. 222) Why would a company like Walmart have a difficult time repositioning itself as a retailer of quality, stylish clothing? Repositioning involves changing a brand's focus to target new markets, adjust to changing market conditions, or to change the quality image of a brand. Walmart is known for its "Everyday low prices," which indicates good value, but it is not necessarily known for quality or style. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 10-06 Determine the various types of branding strategies used by firms. Topic: Branding Strategies 126. (p. 223) Distinguish between primary and secondary packaging. The primary package is the one the consumer uses. The secondary package is the outer wrapper or carton. Secondary packaging has uses for the consumer as well as the retailer. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 10-08 Indicate the advantages of a product's packaging and labeling strategy. Topic: Packaging 127. (p. 224- 225) Effective marketers recognize a label is much more than just a sticker on a package. What can a label do for a marketer? Product labels provide information to consumers. While many labeling requirements stem from laws, a label is communication tool that can focus on benefits or emphasize what is or is not in
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the product. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 10-08 Indicate the advantages of a product's packaging and labeling strategy. Topic: Packaging 128.
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