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Product & Corporate Strategies/ Brand Families

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There are two pieces to this question.
The first piece is the relationship between product and corporate strategies. Think about what might make a particular product (strategy) inappropriate given the corporate strategy. When would the two be at odds?

The second piece is about the relationship between brands and the product portfolio. You might think about a company with a lot of products and then consider how they brand their products. Do they all have the same brand name? If not, what seems to be the relationship between any products that do share the same brand?

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Solution Summary

This solution discusses the relationship between product and corporate strategies. It gives an example and what might make a particular product strategy inappropriate with a given corporate strategy. It also discusses the relationship between brands and the product portfolio, if products from same company have same brand name and gives examples as well as reasons for the differences. Includes APA formatted references.

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The first piece is the relationship between product and corporate strategies. Think about what might make a particular product (strategy) inappropriate given the corporate strategy. When would the two be at odds?

A particular product strategy would be inappropriate for a given corporate strategy should the two be at odds. For instance, a company focused on health and wellness is unlikely to be successful marketing products that may be damaging to health. Recently, Beyonce was questioned about her choice to perform for Pepsi, since Beyonce has been associated with the "Let's Move Campaign" and then chose to promote sugar water (http://articles.latimes.com/2013/jan/10/news/la-ol-beyonce-pepsi-super-bowl-halftime-20130109). This caused a problem for Beyonce, as a brand.

A particular product strategy would be inappropriate if it does not fit in with the corporate branding thrust, the mission and vision of the corporation or the skill set. The aspect of skill set is particularly ...

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Sally Baldwin, Ed.D
Education
  • BA, University of Southern California
  • MSS, United States Sports Academy
  • Ed.D, Boise State University
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