10 branding_1.pptVIP

Copyright ? 2011 Pearson Education, Inc. Publishing as Prentice Hall Chapter 6: Developing Product and Brand Strategy The Marketing Plan Handbook Fourth Edition Marian Burk Wood 6-1 Copyright ? 2011 Pearson Education, Inc. Publishing as Prentice Hall Introduction Product strategy is critical to the success of the overall marketing strategy. Value is captured in two key areas: Product Strategy Existing and proposed products. Branding Value enhancement through awareness and image. 6-2 Copyright ? 2011 Pearson Education, Inc. Publishing as Prentice Hall Product Strategy Products can