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User:Jukeboksi/Blog/Marketing: Difference between revisions
→Session 5 and 6 - Brand strategy: + definition and an example of w:Brand extension + minor fmt
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{{Q|Long-term marketing support for a brand, based on the definition of the characteristics of the target consumers. It includes understanding of their preferences, and expectations from the brand.|http://www.businessdictionary.com|brand strategy}}<ref>http://www.businessdictionary.com/definition/brand-strategy.html</ref> | {{Q|Long-term marketing support for a brand, based on the definition of the characteristics of the target consumers. It includes understanding of their preferences, and expectations from the brand.|http://www.businessdictionary.com|brand strategy}}<ref>http://www.businessdictionary.com/definition/brand-strategy.html</ref> | ||
'''[[w:Positioning (marketing)|Positioning]]''' is the [[w:marketing|marketing]] activity and process of identifying a market problem or opportunity, and developing a solution based on [[w:market research|market research]], [[w:Market segmentation|segmentation]] and supporting data. […] Positioning relates to strategy, in the specific or tactical development phases of carrying out an objective to achieve a business' or organization's goals, such as increasing [[w:All-commodity volume|sales volume|]], [[w:Brand awareness|brand recognition]], or [[w:Reach (advertising)|reach]] in advertising. ( Wikipedia ) | *'''[[w:Positioning (marketing)|Positioning]]''' is the [[w:marketing|marketing]] activity and process of identifying a market problem or opportunity, and developing a solution based on [[w:market research|market research]], [[w:Market segmentation|segmentation]] and supporting data. […] Positioning relates to strategy, in the specific or tactical development phases of carrying out an objective to achieve a business' or organization's '''goals''', such as '''increasing [[w:All-commodity volume|sales volume|]], [[w:Brand awareness|brand recognition]], or [[w:Reach (advertising)|reach]]''' in advertising. ( Wikipedia ) | ||
* '''[[w:Brand extension|Brand extension]]''' or '''brand stretching''' is a [[w:marketing|marketing]] strategy in which a firm marketing a product with a well-developed image uses the same [[w:brand name|brand name]] in a different product category. The new product is called a '''spin-off'''. | |||
:::Organizations use this strategy to increase and leverage [[w:brand equity|brand equity]] (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is [[w:Jello|Jello]]-gelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product category. ( Wikipedia ) | |||
== Session 4 and 5 - Brand identity and image == | == Session 4 and 5 - Brand identity and image == | ||