Provide a thoughtful 250+ word response to all of the questions (250 words total, not for each section). Please separate your answers by the parts of the question. It makes it easier to see your specific response to each part.

OPTION #1 - Building Brands

Many times a firm will take advantage of its popular, well-known brand by developingbrand extensionsbecause they know that the brand equity of the original or parent brand will be transferred to the new product. If the new product is of poor quality, it can damage the reputation of the parent brand - and if a new product is of excellent quality, it can enhance the parent brand.

1. Explain, in your own words, the difference between abrand extensionand aline extension.
2. With this in mind, offer an example of asuccessfulbrand extension, where both theparentbrand and thenewbrand benefited. Why do you feel it was successful?
3. Offer an example of anunsuccessfulbrand extension, where the new brand likely damaged the parent brand equity. Why do you feel it was unsuccessful?
4. Shinola (Detroit's own watch, bike and leather products company) is extending their brand again byopening a hotel(Links to an external site.)
5. in Detroit in Fall 2018.From the standpoint of brand extensions and brand equity, comment on the risks and benefits of this strategy. You may want to do some online research to support your comments.

OPTION #2 -PLC Scavenger Hunt

The Product Life Cycle (PLC) is a useful tool to marketers as they classify their offerings. Take a look at Exhibit 12.5 in your text to learn more about the INTRODUCTION, GROWTH, MATURITY and DECLINE stages. One note about the PLC, depending on the industry, the life cycle can be very long or very short!!!

For this you need to do an online scavenger hunt:

1. First choose any one of the following industries: automotive, electronics, gaming, fashion, beauty supplies, or housewares.
2. Cut and paste and/or link to examples of products which you feel are ineachof the life cycle stages within the 1 industry you chose. You should have 4differentexamples (one each for INTRODUCTION, GROWTH, MATURITY and DECLINE).
3. Explain WHY you think each example represents that part of the PLC.