MGT 103, UCSD, EHRICH FINAL EXAM
QUESTIONS AND ANSWERS
Credence Attributes? - Answer-Can never really be confidently evaluated, even after
purchase. (Pet food, physical training, psycho-therapy)
Product (Item/Line/Mix)? - Answer-Item: Specific product with a unique brand, size, or
price
Line: A group of products or services that satisfy a class of needs
Mix: Consists of all product lines offered by an organization
Sub-Branding? - Answer-Creating a secondary brand within a main brand that can help
differentiate a product line. (Ex. Victorias secret & PINK)
Brand Extensions? - Answer-New products sold with the same brand name.
Individual Branding (Multibranding) - Answer-Separate brands for each product or
product line ex) Chevrolet, Buick, Cadillac (All general Motors)
Advantages: Allow company to serve multiple segments without diluting the image of
brands.
Umbrella (Family) Branding (Multiproduct Branding) - Answer-A single brand for (nearly)
all of a companies products. Ex) Costco (Kirkland signature)
Advantages: Leverages equity of existing brand, instant recognition avoid costs of
building new brand.
Brand Repositioning? - Answer-Change essential aspect of brand, often to increase
relevance. (Changing needs of target consumers, reach new target market, react to
competitior positioning, respond to legal challenges...)
Brand Extensions? - Answer-Strategy of using established brand in different format
contect (different product category or price tier)
Ex) Starbucks coffee—Starbucks icecream.
Vertical vs Horizontal Brand Extensions? - Answer-Vertical: Change based on
price/luxury ex) Toyota/Lexus.
Horizontal: Change based on different product but same brand ex) Colgate
toothbrushes
QUESTIONS AND ANSWERS
Credence Attributes? - Answer-Can never really be confidently evaluated, even after
purchase. (Pet food, physical training, psycho-therapy)
Product (Item/Line/Mix)? - Answer-Item: Specific product with a unique brand, size, or
price
Line: A group of products or services that satisfy a class of needs
Mix: Consists of all product lines offered by an organization
Sub-Branding? - Answer-Creating a secondary brand within a main brand that can help
differentiate a product line. (Ex. Victorias secret & PINK)
Brand Extensions? - Answer-New products sold with the same brand name.
Individual Branding (Multibranding) - Answer-Separate brands for each product or
product line ex) Chevrolet, Buick, Cadillac (All general Motors)
Advantages: Allow company to serve multiple segments without diluting the image of
brands.
Umbrella (Family) Branding (Multiproduct Branding) - Answer-A single brand for (nearly)
all of a companies products. Ex) Costco (Kirkland signature)
Advantages: Leverages equity of existing brand, instant recognition avoid costs of
building new brand.
Brand Repositioning? - Answer-Change essential aspect of brand, often to increase
relevance. (Changing needs of target consumers, reach new target market, react to
competitior positioning, respond to legal challenges...)
Brand Extensions? - Answer-Strategy of using established brand in different format
contect (different product category or price tier)
Ex) Starbucks coffee—Starbucks icecream.
Vertical vs Horizontal Brand Extensions? - Answer-Vertical: Change based on
price/luxury ex) Toyota/Lexus.
Horizontal: Change based on different product but same brand ex) Colgate
toothbrushes
