Q: Can we change our brand name?
A: No, not unless you are asked
to do so by the president. Changing names after you’ve started in business can be confusing, and in The Marketing Game it serves no useful purpose.
Q: We are already spending much more on advertising than our competitors. How do we know when we’ve reached the “saturation” point
and are simply increasing our expenses without getting a return?
A: That is a very difficult question and one that many companies wrestle with. Because sales revenue depends on your whole
marketing mix, customers’ preferences, and what competitors are doing, it is very difficult to isolate
the effect of advertising. You must use your judgment based on past experience to decide how much is too much. You may want to think about ways to get a better answer—can you “experiment” to get a better understanding about the relationship between advertising and sales?