1. Visit the company’s Web site (www.bandaid.com) and identify and describe the different product lines that it markets. How would you describe its product line breadth?
2. Review the different product categories in each of the company’s product lines. Which has the greatest breadth? Which has the least?
3. Look at the new products that the company offers. Identify which are extensions of the Band-Aid® brand name and which are not. Discuss the extent to which the brand extensions might dilute brand equity.
4. Review the company’s products designed for children. To what extent do these use manufacturer (national) branding? Private-label (store) branding? Licensed branding? Justify your answers. What is the added value that these products offer compared with regular Band-Aid® protection products?