To explain: The additional brand extension that BD could develop to leverage the brand’s equity.
Case summary:The CA grower’s exchange began in 1910 and today represents the world’s largest tree nut processing companies, serving more than 3500 growers. CA grower’s exchange produces over 80 percent of the world’s almond supply. The company produces almonds and these almonds are marketed through BD growers. BD growers is responsible for new product development, building new customers, finding new uses of the product and finding new opportunities. Roasted almonds, almond milk, nuts and rice cracker snacks are the core products. The company has recently launched a new range of honey-flavored products since honey is gaining popularity as a good alternative to sugar.
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MARKETING:REAL PEOPLE,REAL CHOICES
- Explain the concept of product line extensions and their potential impact on a company's brand equity.arrow_forwardHow does branding relate to competitive advantage? Why do all firms not brand their goods, if this enables them to raise their price?arrow_forwardWhat different strategies do firms use to extend the life cycles of their products throughout the maturity stage?arrow_forward
- Reflecting on the requirements of strong brand identities, please identify a brand with a unique identity without contradictions maintained over some time. Please describe why it is unique, why you think the components do not contradict themselves and how long the brand has maintained its identity.arrow_forwardDescribe the two (2) primary imperatives that must be followed in designing an optimal brand portfolio and ensuring that each brand has a distinct target market and positioning.arrow_forwardCreate a compelling argument for the organization’s investment in its brand that elaborates on the advantages of branding.arrow_forward
- Why is brand extension important for a company?arrow_forwardFind a company whose brand extension is successful. Describe its brand extension in details and discuss how and why its brand extension is successful.arrow_forwardMany times, firms take advantage of their popular, well-known brands by developing brand extensions, because they know that the brand equity of the original or parent brand will be transferred to the new product. If a new product is of poor quality, it can damage the reputation of the parent brand, whereas a new product that is of superior quality can enhance the parent brand’s reputation. What are some examples of brand extensions that have damaged and that have enhanced the parent brand equity? Cite aspects of the brand extension that you believe were most detrimental/helpful.arrow_forward
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