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Branding

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How do companies that want to stand out help consumers remember the business name? How do they make their brand specialized enough that when a person knows they need a particular product they will automatically think of that company for it?

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Branding
"Developing a brand strategy can be one of the most difficult steps in the marketing plan process. It's often the element that causes most businesses the biggest challenge, but it's a vital step in creating the company identity." (Chevron 2008) When a consumer needs petroleum jelly he does not ask the clerk where the petroleum jelly is located within the store, he asks for Vaseline. When the consumer is at a ...

Solution Summary

The solution discusses how Branding makes the consumer remember the product, such as petroleum jelly is known by its brand name, Vaseline and other branding examples such as Q-Tips, Band-Aid

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Branding: Marketing Channels, Intermediaries, and Brand Equity

1. Southwest Airline has mastered the low-price model and has the financial results to prove it. Why don't the other airlines copy Southwest's model?

2 Why are marketing channels and intermediaries necessary? What is the most important function carried out by intermediaries? Why? Why do channel arrangements sometimes need to be modified over time?

3. What impact does the presence of knockoffs have on a brand?

4. What is brand equity and how is it built, measured, and managed?

5. What is new product failure? How should company treat new product failure? Explain other drawbacks of new products eg, fragmented markets, development costs and capital shortage, etc.

6. Coca-Cola: The Real Story Behind the Real Thing (http://www.youtube.com/watch?v=vPjg5lBOcu8). This new Coke was the result of getting the first step in the marketing research process wrong. What is the first step?

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