For example, a branded food like Cocoa Pebbles cereal, based on the Flintstones, is produced by a major, quality cereal company. Burger King is an appropriate partner for Warner Brothers films with a mass audience. The 140 Warner Brothers Studio Stores are positioned as high quality entertainment environments. The positioning is above mass merchants to get across the quality idea for the brands. The merchandising displays at the Studio Stores provide guidance for how the mass merchandisers can upgrade their in-store Warner Brothers displays.
Major promotions have to be carefully planned to maximize brand equity.
To avoid overexposure, WB decided not to do another movie for several years. The 50th anniversary of Marvin the Martian greatly increased awareness and Q scores of the character. But to be new again, WB didn't want to do more anniversaries of single characters. It will include commercials for promotional partners, co-marketing, new merchandising, and new events. In the past, extensive modifications in promotions were needed in developing economies such as Latin America.