Go to a store that carries a wide variety of products (e.g., grocery store; Wal-Mart/Target; home improvement store, drug store). Find two examples of products using a brand leveraging strategy. For each of these products separately, answer the following questions:
- Describe the product you selected: What is the brand? What is the product?
- What was the original product associated with the brand name?
- What specific type of brand leveraging strategy (we discussed four in class) is being used? Explain why it is this one.
- Indicate whether you think it is an effective brand leveraging strategy (NOTE: don't just describe if it is a product that you like or not or a “good” product). Explain/discuss why or why not – thoroughly justify/explain your answer using specific brand leveraging concepts from class e.g., fit, brand associations, brand schemas, etc.).
- Indicate whether there might be any negative effects associated with the use of this brand leveraging strategy specifically (again, answer specifically in terms of the specific brand leveraging strategy). Explain/discuss why or why not.
The Two Product I Chose!
Febreze AIR Tide Original Scent Air Freshener
Hershey's Milk Chocolate Bar with Reese's Pieces Candy.
- The brand for the first product i witnessed using a brand leverage stragedy is Febreze, and the product that they successfully marketed is the Febreze AIR Tide Original Scent Air Freshener. The original product associated with the brand name is Tide original scent and they used Two brand leveraging stragedies to successfully market to the consumers, Brand Extensions and Co-Branding are used as the stragedy for this product