7 MARKET STRATEGIES Brand strategies and relationship marketing.pdf

MARKET STRATEGIES

COVERING THE FOLLOWING
• Relationship building strategies
• Brand strategies
• Building brand and customer equity
• Relationship marketing strategy

Brand strategy

BRAND STRATEGIES
Brand
Definitions:
Brand is defined as a unique design, sign , symbol, words,
or a combination of these, employed in creating an image that
identifies a product and differentiates it from its competitors.
Kotler (2012) - a brand is a name, term, sign, or design, or a
combination of them, intended to identify the goods or
services of one seller or group of sellers and to differentiate
them from those of competitors.

Definitions:
Brand strategy is the process whereby the offer is positioned in
the consumer’s mind to produce a perception of advantage
(Anorld,1992).
Brand strategy is a long-term plan for the development of a
successful brand in order to achieve specific goals. A well defined
and executed brand strategy affects all aspects of a business and
is
directly connected to consumer needs, emotions and competitive environments.
Conti…

BRAND VALUES
Brand values – reflects the essential heart and soul of the
brand which can be used to direct all employees within an
organization.
Brand values are those abstract associations (attributes and
benefits) that characterizes the five to ten most important
aspects or dimensions of a brand. they can serve as a basis of
brand positioning in terms of how they create points of
differentiation e.g. of values are leadership, integrity and
innovation.