7 MARKET STRATEGIES Brand strategies and relationship marketing.pdf

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MARKET STRATEGIES
COVERING THE FOLLOWINGRelationship building strategiesBrand strategiesBuilding brand and customer equityRelationship marketing strategy
Brand strategy
BRAND STRATEGIESBrandDefinitions:Brand is defined as a unique design, sign , symbol, words,or a combination of these, employed in creating an image thatidentifies a product and differentiates it from its competitors.Kotler (2012) - a brand is a name, term, sign, or design, or acombination of them, intended to identify the goods orservices of one seller or group of sellers and to differentiatethem from those of competitors.
Definitions:Brand strategy is the process whereby the offer is positionedinthe consumer’s mind to produce a perception of advantage(Anorld,1992).Brand strategy is a long-term plan for the development of asuccessful brand in order to achieve specific goals. A well definedand executed brand strategy affects all aspects of a business andisdirectly connected to consumer needs, emotions and competitiveenvironments.Conti…
BRAND VALUESBrand valuesreflects the essential heart and soul of thebrand which can be used to direct all employees within anorganization.Brand values are those abstract associations (attributes andbenefits)that characterizes the five to ten most importantaspects or dimensions of a brand. they can serve as a basis ofbrand positioning in terms of how they create points ofdifferentiation e.g. of values are leadership, integrity andinnovation.

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Term
Fall
Professor
N/A
Tags
Marketing, Brand, customer equity

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