Brand equity leveraging

Think about a store that carries a wide variety of products (e.g., grocery store; Wal-Mart/Target; home improvement store, drug store, convenience store). Find two examples of a product using a brand leveraging strategy.

You may not use the following brands: Arm & Hammer; Clorox; Colgate; Coke; Bic, Aunt Jemima, Nike.

For each of these products separately, answer the following questions:

1. Describe the product you selected: What is the brand? What is the product?

2. What was the original product associated with the brand name?

3. What specific type of brand leveraging strategy is being used? Explain why it is this one.

4. 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 e.g., fit, brand associations, brand schemas, etc.).

5. 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.