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Brand Building, Equity, Positioning Concepts, Market Segments

Find a consumer who is extremely loyal to a brand-name product.

DEL MONTE

The person can be a family member, friend, classmate, or other. Probe him or her for information as to why that brand loyalty exists. Discuss how the individual feels about competitive brands. HEINZ, DOLE

Analyze the interview using the brand equity and brand positioning concepts from your text.

PART 2: Secondary Research in the Databases

Next, research the brand using its Web site to addresss the following:

Identifies market segments and targets
Developed its brand equity over time
Positions itself in the market

The paper should be written in third person; this means words like I, we, and you are not appropriate. The use of direct quotes is discouraged but may be used sparingly in appropriate situations.

Solution Preview

Brand Building
Upon interviewing a friend regarding Dell Monte as a brand, they responded to me stating their undying loyalty to the brand. Their underlying reason lies in the diversity of the brand's products, ranging from fruit juices, vegetables and pet foods. According to them, Del Monte has stood the test of time, with product being available all over the major regions of the world and undoubtedly, their products have maintained their unwavering quality standards. My friend believes that the reason brand loyalty exists is that the products produced by brands are those that serve the widest market segment. By understanding client needs and filling in the gap in fulfilling them, my friend is of the opinion that with the passage of time and producing top quality products, consumers are able to identify a certain ...

Solution Summary

The solution discusses brand building, equity, positioning concept, and market segments.

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