Question

Colgate decided it would sell frozen meals under its brand name. It identified a target market, health-conscious single people who read magazines and listened to the radio in their car. Colgate projected that these potential customers would choose its frozen meals over a competitor like Healthy Choice. Colgate rolled out its meals and failed almost immediately. In consumers’ minds Colgate stood for toothpaste. No one wanted to eat meals they associated with toothpaste. Colgate failed in large part because it misunderstood which branding aspect?

Answer 1

Answer:

C) Consistency of brand matters to all customers

Explanation:

the options are missing, so I looked them up:

A) Brand messaging is flexible

B) Core values should drive all decisions

C) Consistency of brand matters to all customers

Colgate manufactures toothpaste and other related products, toothbrushes, dental floss, etc., and it has been doing it for many years. Consumers already relate Colgate to dental hygiene products. That will probably stick for a very long time, which is actually something good for Colgate (brand recognition). But when a company tries to expand and diversify their product portfolio, they should probably use different brands if the products are so different, e.g. P&G has dozens of brands.