As an expert in Brand Portfolio Management, you have been hired to provide a recommendation for incorporating the new Pringles brand offering into the Kellogg snack brand portfolio.

a) The Brand Portfolio Strategy Spectrum specifies strategic branding alternatives (in terms of how to name new brands under the umbrella of a parent brand) that vary in terms of the degree of connection with and visibility or prominence of the corporate brand. Management is interested in your recommendation for branding the new Kellogg offering along the spectrum. In order to provide your recommendation, first state the four different branding alternatives in the spectrum and specify how would name the new brand under each condition.

b) Which is the worst branding option from (b) above? Provide two different reasons to support your evaluation.

c) Which branding option from (b) above do you recommend? Please provide two different reasons to support your recommendation.

Answer rating: 100% (QA)

a The Brand Portfolio Strategy Spectrum offers four branding alternatives Corporate Branding In this approach the new Pringles offering would be direc... View the full answer