Answer Happy

Joe and Jane own Lovely Arrangements, a flower shop specializing in flower arrangements for weddings, anniversaries, and birthdays. Joe and Jane are interested in developing their brand by entering a completely new product category - coffee and baked goods - for which the current brand name is not appropriate. Since you are a marketing maven, Lovely Arrangements selected you to help them decide on a brand development strategy. As part of your pitch, you decide to give Joe and Jane a short branding lesson: 1. Explain what a brand is and why branding is important (2 makes) 2. Provide three distinct characteristics of a good brand name (3 marks) 3. Recommend and describe the best brand development strategy for Joe and Jane's goals and explain one benefit and one risk of this brand development strategy. (5 marks)