Marketing Lecture notes 10/21/08

Marketing Lecture notes 10/21/08 - BrandStrategies Premier...

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Brand Strategies Different tiers of brands Premier Main Low price Store Formats o Products o Services Brands should be recognizable and consistent CB Corporate Brand: articles for which the retailer is held responsible and is identified as sender/ owner CB Functions o Sourcing tool Increase porift margins Build negotiating power over A brand manufacturers To use as harmonization and synergy tool across formats o Retail Marketing Tool: To build low price image To build overall store brand/ identity To build customer loyalty o Corporate Brands interdependency Private label is not just separate program but is indeed part of the corporate strategy overall Corporate Brands Portfolio o Economy Tier Cheapest low quality product in category to prevent leakage to discounters Best price o National Brand Equivalent (me too private label) Better priced copy of bestselling brand in category to build profit and loyalty
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