Once this is established The brand name must be prominently promoted through

Once this is established the brand name must be

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Once this is established: The brand name must be prominently promoted through repetitious type ads The brand name must be associated with its most prominent characteristic Brands have histories, personalities They include strengths, weaknesses and flaws! Many brands produce family trees
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Branding Strategies FAMILY BRANDING Uses strong brand across related products Heinz 57 Cadbury Schweppes Kleenex BRAND EXTENSION Spreads brand to new products and sectors Virgin Levis Dunhill Individual Branding Products belonging to a brand but it’s not clealy mentioned Unilever (Knor, Dove, Cif) P&G (Fairy, Crest, Head&Shoulders) CO-BRANDING Promote two brands alongside each other… synergy Intel & Microsoft Hoover & Persil Teflon...Gortex…Nutrasweet
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Characteristics of brand names They should shock They should connect to the product’s positioning in the consumer’s perceptual map They should link to a visual image They should communicate something about the product They should encourage the development of a nickname (e.g. Bud for Budweiser beer) They should be telephone and directory friendly
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Role of the promotional mix
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  • Winter '18
  • Sylvain Richer
  • Brand, brand manager

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