Consider the brands of a company that has a large brand portfolio and identify specific brands that function in three of the four roles that brands may play within that portfolio: high-end prestige brands, low-end entry-level brands, cash cows, and flankers. Do you believe the firm has done of a good job of effectively creating brands to fit these roles? Explain.

Product Packaging: One element of the tangible product is the packaging. Packaging serves a number of functions beyond the mere protection of the product. In fact, with some brands, the package may play a central role in the growth of the brand. Discuss two products, one in which the package plays a significant role and one in which it plays a minor role. Discuss the potential role of packaging in innovation.