7UP Is a Lemon-Lime Carbonated Soft Drink That Has Been

question 155

Multiple Choice

7UP is a lemon-lime carbonated soft drink that has been very successful in the United States. Dr Pepper/Seven Up, Inc., the maker of 7UP, uses a family branding strategy to market 7UP worldwide. In China, sales have suffered since the brand name means "death through drinking." Which criterion for picking a good band name did Dr Pepper/Seven Up, Inc. violate when it chose to use a family branding strategy to market 7UP in China?

• A) The name should have favorable phonetic and semantic associations in other languages.
• B) The name should be simple.
• C) The name should have no governmental restrictions.
• D) The name should suggest the product's benefits.
• E) The name should not be difficult to spell or pronounce.

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