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Problem
What is Marketing Brand Strategy?
We all know by now how important brands and brand strategies are - we better since we have been studying marketing for 10 weeks! The video below takes the meaning of brands to a whole new level using the history of brands and some impressive statistics about the value of popular brands. Brands go far beyond the product or the logo; they encompass how you feel about a company, your relationship with the company and your memories of your experiences with that company.
Do you have a strong relationship with any particular brand? What is it about that brand the really draws you in? What is their brand strategy? How does their marketing mix support that relationship and perpetuate your relationship with the brand? Try to think about this question from the perspective of someone who works in the marketing department for the company which owns the brand as well as from your own perspective (the perspective of the customer)
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How can personal selling costs be controlled and Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing produc..
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