General Mills is a $90-$year$-$old food and beverage company with more than $100$ brands in more than $100$ countries. General Mills manufactures well$-$known food and beverage brands such as Pillsbury, Betty Crocker, Nature Valley, Yoplait, Progresso, and Old El Paso. The company recently expanded its portfolio of brands with the purchase of Blue Buffalo pet food.

However, General Mills might best be known for its presence in the cereal aisle at your local grocery store. General Mills manufacturers $11$ well$-$known cereal brands, including Chex, Cheerios, Total, Wheaties, and Cascadian Farm. Each of these brands has multiple varieties.

Please help answer all questions.

$1.$ The addition of a new flavor of Chex cereal represents $\_\_\_\_\_\_.$

a generic product

a brand extension

a line extension

a private brand

$2.$ General Mills utilized Young & Rubicam$$s Brand Asset Valuator to compare its cereal brand, Cheerios, to Post$$s Honey Bunches of Oats. They discovered that the Cheerios brand did not stand out among its competitors. General Mills must work to increase Cheerios$\_\_\_\_\_.$

relevance

knowledge

esteem

differentiation

$3.$ In $2017,$ General Mills made a legal request to have exclusive rights to use the yellow color on its Cheerios packaging. This attempt at a $\_\_\_\_\_\_\_$ would have prevented any other competitors from using the yellow color.

trademark

brand name

trade dress

brand mark