场营销英文课件07.pptVIP

2.1 Deciding to Brand or Not Owning a Brand No Brand 2.2 Deciding a Brand Sponsor Manufacturer’s Brand Distributor’s or Retailers’ Brand Licensing Co-Branding----Look at Mini-Case 7.5 2.3 Choosing a Brand Strategy (1) Line Extension--companies use an established product’s brand name to launch a new, slightly different item in the same product category. Look at Mini-Case 7.6 (2) Multi-Brand--a marketing strategy under which two or more similar and competing products of a firm are marketed under different brand names. (3) Brand Extension--a marketing strategy in which a firm markets a differe