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6 Cards in this Set
- Front
- Back
Why do brand need continuous management? |
Due to changes in the; Consumer behaviour Government regulations Competitive strategies Tech advances & past V current marketing activities alter consumer reponses |
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Brand reinforcement strategies -brand awareness -brand image |
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Maintaining brand consistency |
Brands need continued research and debelopment and commumications. This is continue with innovations to address to changes in consumer tastr and preference. Also continue a presence in the consumer minds. |
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Fortifying V leveraging brand equity |
- trade off between the 2 approaches - design marketing programs to maximise brand awareness and image |
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Brand revitalization strategies |
Refresh old sources of CBBE (eg. Harley davidson) Create new sources of CBBE (eg. Mazda. Expensive rotary engines to efficient skyActiv) Expand brand awareness (identify new usage opportunities) Improve brand image by identifying target market, repositioning, altering brand elements Adjustments to brand portfolio by acquiring new customers, retiring brands &migrating strategies |
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Marketing program for a global brand |
Product formulation Package design Promotional program Pricing schedual Distribution plan |