Review the IBM Centenary APPLICATION. What are the important issues confronting IBM’s management in managing the company’s brand portfolio? How can a brand portfolio perspective assist in meeting these challenges?
Answer to relevant QuestionsThe RELATIONSHIP APPLICATION describing the brand extension initiatives of Virgin Group indicates entry into many new markets, several of which are unrelated. Have the different markets created any problems for the extension ...Eli Lilly & Company manufactures a broad line of pharmaceuticals with strong brand positions in the marketplace. Lilly is also a manufacturer of generic drug products. Is this combination branding strategy a logical one? If ...Many products like Jell-O reach maturity. Discuss several ways to give mature products new vigor. How can management determine whether it is worthwhile to attempt to salvage products that are performing poorly? In the late 1990s several airlines started selling tickets using the Internet. Discuss the implications of this method of distribution for travel agencies. Identify and discuss some of the factors that should increase the trend toward collaborative relationships in vertical marketing systems.
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