Category And Brand Management, Product Identification, And New-Product Planning
- Topics:
- Marketing Communications
- Tags:
- Brand,
- Brand Management,
- Branding,
- Marketing,
- Marketing Research,
- Product Promotion,
- Target Audience,
- Villanova University
- Source:
- Villanova University
FREE Registration is required
Overview: Product promotion is the process of informing, persuading, and reminding the target audience about the product on offer. A successful promotional strategy, with time, gives rise to a brand wherein some specific attributes of the product are institutionalized in the market. The product then becomes synonymous with the attributes. A successful brand is the result of a painstaking marketing effort over substantial amount of time. The organization conveys a particular message about the product to the target audience. The target audience receives this message and based on the same develops some associations and affinity with the product. The brand is successful if the message communicated is in line with the product association developed. There are different types of brands depending on the target market served. The paper examines brand management and discusses the role of marketing communications in the same. It also looks into the concept of product management and new product planning.
(Is this item miscategorized? Does it need more tags? Let us know.)
Format: HTML | Size: 2,765KB | Date: Jan 2003 | Pages: 27
