商务英语实训课程 unit 3 Brands building-brand equity.pptVIP

* * * * * Cases Discussion Chapter Case: PG 1.?With PG being the most successful global supplier of consumer goods, what are the major?features of its marketing innovation? ?2.?Analyze the strengths and weaknesses of PG’s multibrand strategy. Review What is a brand and how does branding work? What are the important decisions in developing a branding strategy? What is brand equity, and how is it built ,managed, and measured? * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * Brand Extensions Advantages Improved odds of success Development of positive consumer expectations Access t