Video Concept Case - Body Glove

Watch the video for each concept case. Given the following terms, fill in the blanks for Questions 1 - 5.

brand recognition	family brand	license
brand equity	trademark	brand familiarity


1		Video 8-1 (740.0K) The unique five fingered Body Glove logo also acts as the company’s .


2		Video 8-2 (1186.0K) For twenty years, Body glove focused exclusively on the wetsuit business, and increasing . Giving away stickers helped promote .


3		Video 8-3 (2276.0K) After wetsuits successfully dominated the market, the company wanted to expand its . But manufacturing new products was expensive, so instead Body Glove allowed other companies to its brand.


4		Video 8-4 (601.0K) The benefit to these licensed manufacturers is that they can take advantage of Body Glove’s .


5		Video 8-5 (995.0K) Body Glove controls all the marketing of all the products so there is one consistent image across its .

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