ppt课件-branding strategies- winthrop（品牌策略-温斯洛普）.pptVIP

Some Branding Strategies Branding Strategy Leveraging the power of the brand name to cover the market more effectively Brand associations Why do we do it? Phenomenally expensive to create and promote a new brand name (at least 100 – 150 million dollars) Too many brands out there Increase productivity of current marketing programs Case 1 Your brand has a respectable market share but you want it to grow. What do you do? Address segment needs more precisely How can you use the equity of the brand name to address segment needs even better? Sub-branding / umbrella branding Sub-branding Creating ne