Identity and positioning
A brand is not the name of a product. It is the vision that drives the creation of products and services
under that name. Modern competition calls for two essential tools of brand management: brand
identity, specifying the facets
In order to become passion brands, or love marks, brands should not be hollow, but have a
deep inner inspiration.
What is sub-branding?
Sub-branding is when a main brand creates a subsidiary or secondary brand. E.g Diet Coke. Subbrands are created to reac
Business Strategy and The Sales Function
Marketing Strategy and The Sales Function
Sales Strategy Framework and Organizational Buyer Behavior
Business Strategy and The Sales Function:
Although creating a business unit strategy is a complex task, several
What is product management is the process of planning, developing, testing, launching,
delivering and withdrawing products in the market. All these are hinged on an effective
application of marketing intelligence and R & D.
It is about how to develop inno
Pricing strategies for products
Penetration pricing - setting a low price aimed at increasing sales and market share immediately
, with the further plan to increase price once market share is obtained
Skimming pricing - setting initially the highest price