Please answer the following questions from Chapter 10:
- Supermarkets and mass merchants (e.g., Target) are creating hundreds of different “private label” brands that appeal to multiple price/quality segments (e.g., Up & Up, Archer Farms) to sell alongside their national brands. What are the advantages of private label brands for retailers?
- What are the roles of brand elements (name, logo, slogan, packaging, jingle, url)? Pick one brand and apply the use and benefits of brand elements (Example: Bounty – name; “the quicker picker upper” – slogan). How might you add new elements or modify current elements for your marketing plans?
- Go to: http://www.campbellsoup.com/ Why would a company like Campbell’s utilize multiple sub-brands (Chunky, Homestyle, etc.) within their soup line? Describe the target segments for each sub-brand. Why would Campbell’s create depth in their product lines?