Search on line to a store/site that carries a wide variety of products (e.g., grocery store; Wal-Mart/Target; home
improvement store, drug store). Find two examples of products using a brand leveraging strategy. For each of
these products separately, answer the following questions:
- Describe the product you selected: What is the brand? What is the product?
- What was the original product associated with the brand name?
- What specific type of brand leveraging strategy (four types were discussed) is being used? Explain why it is
this one. - Indicate whether you think it is an effective brand leveraging strategy (NOTE: don't just describe if it is a
product that you like or not or a “good” product). Explain/discuss why or why not – thoroughly justify/explain
your answer using specific brand leveraging concepts from class e.g., fit, brand associations, brand schemas,
etc.). - Indicate whether there might be any negative effects associated with the use of this brand leveraging
strategy specifically (again, answer specifically in terms of the specific brand leveraging strategy).
Explain/discuss why or why not
Sample Solution