Several years ago, a documentary (Blackfish) was released that portrayed Seaworld in a negative light due to the practice of capturing orca whales in the wild. Seaworld initially dismissed the film, which resulted in backlash, reduced attendance, and the creation of negative associations. What type of brand dilution is represented by this event?

Coca-Cola has maintained a brand image of a traditional, classic, American brand that promoted happiness and sharing good times with others. This is an example of which type of strategy for managing brands over time?

A __________ is a comprehensive review of a brand’s market position; a health check-up to assess performance, consumer perception, and competitive standing.

Healthy Choice recently launched an ice cream product line, Indulgentz, that features flavorful but high-calorie products. What is a potential consequence of this new product line?

Which of the following would NOT likely transfer easily across global markets?

DORITOS FREE Doritos were first introduced to the market in 1966 as a taco flavored corn chip, with Toasted Corn and Nacho Cheese added in the following years. Currently, over a dozen flavor varieties are offered. Distribution for Doritos consists primarily of grocery stores, convenience stores, and vending machines. The strong brand name has allowed Doritos to gain prime shelf space in grocery stores and convenience stores for predominant displays and better promotion position. As market leader with 78% control of the tortilla chip market, there is little competition for Doritos within this market. However, looking across the snack category, Doritos has competition from brands of potato chips, Chex Mix, and Cheetos as well as nuts and pretzels.   Doritos Brand The Doritos brand represents a bold flavor experience and has continued to be the tortilla chip leader in the “salty snack” category, with almost universal appeal. Doritos has been endorsed by popular celebrities, held breakthrough advertising campaigns at the Super Bowl, and boasts an online fan club, all of which are a great source of brand equity, loyalty, and recognition. Brand research was conducted in 2012 employing a combination of surveys, focus groups, and collages to define the brand’s image amongst consumers. The resulting brand map included five core associations: Chip, Triangle, Cheesy, Crunchy, and Orange. These associations speak to the iconic shape (triangle) and dominant Nacho variety (cheesy, orange). The secondary associations reflect usage occasions for consuming Doritos (football, party, snack), flavors (Cool Ranch, Nacho), and packaging (red bag). However, the secondary associations also include several negative associations, such as unhealthy, salty, and bad breath. The “Better for You” Doritos Introduction In the past decade, many companies in the food industry have launched products that are healthier alternatives for consumers. Companies have reformulated existing products or have developed new products with fewer calories, salt, fat, and additives. In this vein, food scientists have formulated a new version of Doritos that is “better for you” than the original versions. The new Doritos are made of organic corn meal, offering a lower calorie snack with very few additives, very little salt, and less fat. To reduce food additives, this new variety has a simple corn flavor, without the added cheese, nacho, BBQ, or ranch flavorings found in the regular Doritos line. This version has been dubbed internally as “Doritos Free” during the development process to signify that it is relatively free of additives, salt, and fat. Taste tests conducted in test kitchens suggest a promising future for the product. When tested against other natural and low fat chips, 80% of consumers prefer the taste of Doritos Free. However, as is the case with many healthier food formulations, the taste of Doritos Free loses when tested against the regular corn flavor of regular Doritos—60% of consumers prefer the taste of regular Doritos over Doritos Free. In preparing for the launch of the new Doritos product, several issues remain. Particularly important is the branding decision—how should the new Doritos version be named? One option is to use the name “Doritos Goodz” chips that would signal to consumers that the product is free of many of the unhealthy ingredients of the regular versions. A second option being considered is to use a brand with less emphasis on the Doritos name, such as “GoodChips by Doritos.” This option is being considered because several people on the marketing team feel that Doritos “Goodz” chips is not an appropriate name for the healthier Doritos product as it is not completely free of additives, salt, and fat. A third option is to launch the new product under an entirely different brand name, such as “GoodChips,” without mentioning any connection with the Doritos brand.

Question 2 (10 pts = 10 questions x 1 point each) Determine if each statement True (T) or False (F). Write T or F clearly. “White Noise” affects all frequencies equally. The product of a bounded function and an unbounded function is not always unbounded. Biosignals are used in the detection and treatment of pathologies. DC offset is scaling of signal in amplitude. Any signal can be decomposed into odd and even parts. Electrocardiogram (ECG) is an example of a bio-optical signal. Magnetoencephalogram is a measurement of varying magnetic fields. In the transform x(at), a < 1 will stretch the signal x(t) on the time axis. In a general exponential signal x(t) = C eat, C can be complex. A signal can have finite energy and infinite power.

Which of the following is not included in the Brand Report Card?

Which of the following is NOT a reason brands consider expanding globally?

Which brand architecture exhibits the greatest level of overlap between brands and products?