Chapter 8.2 Branding

Chapter 8.2 Branding - Chapter 8 Part Two Branding =...

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Unformatted text preview: Chapter 8 Part Two Branding = Positioning = Marketing 1. Insignificant product point of difference 2. Product specifications and Market needs dont match 3. Insufficient market attractiveness Source: www.irires.com Percentage of responses Source: Booz Allen and Hamilton Product fit with market needs Product fit with internal functional strengths Technological superiority of product Top management support Use of new product process Favorable competitive environment Structure of new product organization 100% 50% 0% Almost every American has access to good, clean water out of the tap, but: 8.45 Billion gallons Sold in 2009 (Coke 4.4B; Pepsi 2.5B; Mt Dew 1.3B; Dr Pepper 1.1B gallons) Aquafina (Pepsi): 1.5 Liters for $1.19 (2010) 506 mm gallons Dasani (Coca-Cola) 478 mm gallons And this is why. Cant be copied Lower search costs Leverages the power of symbols Creates a virtuous cycle: Brand Investment Credible Signal Insurance Against Cheating Logo Tagline Graphic Design Sound Spokesperson Advertisement Headline Character...
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Chapter 8.2 Branding - Chapter 8 Part Two Branding =...

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