Branding
Abstract
This is a brief paper that will detail information about researching a brand name product. For the assignment I will probe a family member who is extremely loyal to a brand-name product. I will ask why they hold loyalty to the brand. I will also probe to find out why the individual feels about the competitors brands. I will analyze the interview using the brand equity and brand positioning concepts from your text. The second part of the paper will have information that defines market segments and targets on the product. The second part will also describe how the product developed its brand equity over time.
Brand Building
Introduction
Marketing is important to the success of a product. In order for a product to be successful in the market, the product has to be positioned appropriately in the market. The product has to be positioned in the sales market in the most profitable place and at the best profitable price. In a positioning the product the marketer has to consider the competition. The competition is the company that has a similar product that challenges the prosperity of the marketer’s product. Brand loyalty interview: the brand and its competition
I interviewed my friend because he has strong convictions about whatever he likes. In interviewing my son, I found out that his favorite product is Pepsi. He likes Pepsi because it gives him the “pick me up energy” from the caffeine needed to last all day. Also, he likes Pepsi because he claims the taste is sweeter than its competitor, Coca Cola. My friend gives his loyalty to Pepsi because of the tenure on the market and he claims that no other soda has the same burn on the back of the throat. He feels that although Coca Cola is a successful product it is non-comparable to Pepsi. Analysis of interview: brand equity and brand positioning Branding is an integral part of marketing. For the most part, branding is the genesis of marketing a product. Branding involves creating
This is a brief paper that will detail information about researching a brand name product. For the assignment I will probe a family member who is extremely loyal to a brand-name product. I will ask why they hold loyalty to the brand. I will also probe to find out why the individual feels about the competitors brands. I will analyze the interview using the brand equity and brand positioning concepts from your text. The second part of the paper will have information that defines market segments and targets on the product. The second part will also describe how the product developed its brand equity over time.
Brand Building
Introduction
Marketing is important to the success of a product. In order for a product to be successful in the market, the product has to be positioned appropriately in the market. The product has to be positioned in the sales market in the most profitable place and at the best profitable price. In a positioning the product the marketer has to consider the competition. The competition is the company that has a similar product that challenges the prosperity of the marketer’s product. Brand loyalty interview: the brand and its competition
I interviewed my friend because he has strong convictions about whatever he likes. In interviewing my son, I found out that his favorite product is Pepsi. He likes Pepsi because it gives him the “pick me up energy” from the caffeine needed to last all day. Also, he likes Pepsi because he claims the taste is sweeter than its competitor, Coca Cola. My friend gives his loyalty to Pepsi because of the tenure on the market and he claims that no other soda has the same burn on the back of the throat. He feels that although Coca Cola is a successful product it is non-comparable to Pepsi. Analysis of interview: brand equity and brand positioning Branding is an integral part of marketing. For the most part, branding is the genesis of marketing a product. Branding involves creating
References: Bhasin, K. (2012, May 7). Business insider, it took Pepsi execs nine months to figure out how the brand is different from Coca-Cola read more: http://www.businessinsider.com/how-pepsi-compares-its-brand-to-coca-cola-2012-5 Crutchfield, D. (2011). Forbes.com, Pepsi rebranding 101: First, do no harm. Retrieved from http://www.forbes.com/2011/06/29/pepsi-rebranding-first-do-no-harm.html Daye, D. (2012, December 12). Branding strategy insider, brand strategy: The disruption opportunity. Retrieved from http://www.brandingstrategyinsider.com/2012/12 Klein, K. (2008, June 9). Bloomberg business week, a practical guide to branding. Retrieved from http://www.businessweek.com/stories/2008-06-09/a-practical-guide-to-brandingbusinessweek- Kotler, P. (2013). Marketing management. (14th ED ed.). Upper Saddle River, NJ: Pearson Education, Prentice Hall, American Intercontinental University. Rain8. (2012). Coca-Cola Minicase. Retrieved from http://www.raineight.com/coke-mini-case.html Stephanek, M. (2003). The Pepsi challenge. CIO Insight, doi: American Intercontinental University Library