chapter 13 part #2

Question 1

Introducing a host of new products under a firm’s strongest brand names

Answer 1

Brand extension

Question 2

Adding an additional product to an existing product/brand line.

Answer 2

Line extension

Question 3

Creating a new product line with the existing brand

Answer 3

Category extension

Question 4

occurs when consumers no longer associate a brand with a specific or highly similar set of products and start thinking less of the brand

Answer 4

brand dilution

Question 5

example of brand dilution

Answer 5

Coca-Cola Clothing

Question 6

Stages of the product life cycle

Answer 6

Introduction

Growth

Maturity

Decline