IBUS U2

What is the main purpose of a brand?

• To increase sales through advertising

• To separate luxury products from mainstream ones

• To reduce production costs through standardisation

• To create a unique and memorable image for a product or service

Which of the following is NOT an element that forms part of a brand’s identity?

• Product design

• Packaging regulations

• Slogan

• Logo

Why did Coca-Cola lose customers in 1985?

• It stopped marketing its products.

• It raised prices dramatically.

• It changed the formula of its drink.

• It changed its packaging design.

What is the function of brand ambassadors and celebrity endorsements?

• To monitor competitors’ activities

• To attract consumers through association

• To cut advertising costs

• To enhance the brand image

Which of the following best describes a “super-brand” (like LVMH)?

• A group of multiple brands owned by a single parent company

• A brand that is locally recognised but globally unknown

• A brand that only produces luxury goods

• A brand that operates exclusively in the fashion industry

What strategy has Bulgari used to grow its brand?

• Reducing the number of products offered

• Focusing only on jewellery and watches

• Moving production to Southeast Asia

• Expanding into other product categories and services

From ex 6, p. 18:
So what's the best way to extend a luxury brand? .......... the brand. (1 word)

From ex 6, p. 18:
One company that has taken a(n) .......... to expansion is Bulgari. (2 words)

From ex 6, p. 18:
To pave the way for growth we needed to speak to a broader and aspirational .......... . (3 words)

(gợi ý: nhóm khách hàng)

From ex 6, p. 18:
After fragrances, the company began to look .......... . (2 words)