In what ways can a small company manage trademarks, service marks, copyrights, patents, or trade dress to protect its brand image? To the protect itself?
Answer to relevant QuestionsWhy should small businesses consider indirect channels of distribution for their products? Why involve intermediaries in distribution at all?1. What is it about Monster’s brand image that makes it effective? (Hint: What tips does Chapter 15 provide regarding brand image and logo design?)2. How can good packaging help a product?3. Why is labeling an important ...Think of a brand that has been successful using prestige pricing? How is the company able to use that strategy? 1. Explain the importance of fixed and variable costs to Dyn’s pricing decisions.2. Basing your answer on the discussion of prestige pricing in Chapter 16 and on the Dyn Inc. video, how does the concept of elasticity of ...1. If you were starting a company in an industry with large competitors, what steps would you take to prepare your advertising budget? 2. If Lando had come to you for advice, what would you have told him about building an ...
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