There are many challenging decisions involving brands - positioning, name selection, sponsorship and development. Give examples of each these decisions.
-Positioning: attributes, benefits, beliefs/values
> Whirlpool positions major home appliance products on attributes such as quality, selection, style, and innovative feature; benefits such as taking the hastle out of cooking and cleaning, better energy savings, or more stylish kitchens; beliefs/values such as "Every Day Care" campaign based on warm warm emotions of taking care of people you love with their appliances
-Name Selection: selection, protection
>Kleenex chose a name that is simple and makes intuitive sense (Clean-Ex). They then build a brand name that eventually became identified with the product category. To protect their brand from being erased by generic use of their name, Kleenex uses a registered trademark symbol after its name along with the words "Brand Tissue."
-Sponsorship: manufacturer's brand, private brand, licensing, cobranding
>Kellog sells its output under their own name (Kellogg's frosted flakes); Kroger have private brands it only sells in its stores (Heritage Farm, Simple Truth); Disney lines the rights to sell merchandise featuring its characters such as princesses, and heroes; Taco Belle and Doritos came out with the Doritos Locos Tacos
-Development: line extensions, brand extensions, multi brands, new brands
>Doritos has over 20 different types of chips/flavors; Vick's came out with NyQuil and ZzzQuil; PepsiCo markets at least 8 brands (Pepsi, Sierra Mist, Mountain Dew, Manzanita Sol, IZZIE, Tropicana Twister, Mug toot beer); Toyota created the Lexus brand aimed at luxury car consumers and the Scion brand targeted millennial consumers
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