Market Strategy - PowerPoint PPT Presentation

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Market Strategy

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  1. Market Strategy Brand Equity Brand Strategy

  2. Brand Equity

  3. BRAND AWARENESS BRAND IDENTITY BRAND EQUITY PERCEIVED QUALITY BRAND LOYALTY

  4. Brand Awareness • The level of familiarity consumers have with a brand name. • The ability to link a brand name with a particular product. • Can provide a competitive advantage: • Product parity • Low-involvement • High recognition

  5. Brand Identity • The associations attached to a firm and its brands • Anything directly or indirectly linked in memory to a brand • The most common associations are usually product attributes or customer benefits  Use or application  Lifestyle and feelings  Product class Personality  Product user  Symbol

  6. Strong Brands:

  7. Managing Brands

  8. Product extensions • New products in same product category owned by same company • Examples:

  9. Brand Extensions • New products with same brand name in product category • Examples: • Require lower investment and lower risk than product extensions

  10. Requires product differentiation and careful product positioning • If not carefully positioned, may cannibalize core brand and increase marketing costs