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Solbridge |

Case Summary |

The Marketing Advantages of Strong Brands |

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He Shuai 200900059

Content

Introduction 3

Advantages 3

Greater Loyalty and Less Vulnerability to Competitive Marketing Actions and Crises 3

Larger Margins 3

Greater Trade Cooperation and Support 4

Increased Marketing Communication Effectiveness 4

Possible Licensing Opportunities 4

Additional Brand Extension Opportunities 5

Other Benefits 5

Brand Extension 5

What is Brand Extension 5

The Effect of Brand Extension 5

The Benefits of Brand Extension 6

Traps in Brand Extension 6

How additional brand extension opportunities can be exploited with the existing brands. 6

Conclusion 8

References: 9

Introduction

This case is talk about the marketing advantages of strong brands. In market, there are different brands, some brands are weak and some are strong brand which lead the whole industry. And this case is in response to explain what advantages does these strong brands have.

How to define a brand as a strong brand, it’s depend on the level of brand awareness and how favorable and how consumer accept the brand. In general, a strong brand may have many advantages like greater revenue and lower costs.

Advantages

Greater Loyalty and Less Vulnerability to Competitive Marketing Actions and Crises

When consumer buying a product, they want to take less risk so they often choose the product they know well. That’s help strong brand build strong brand loyalty and also increase consumer confidence, attitude toward the brand and purchase potential. Also, another advantage is create a positive brand image and enlarge brand equity.

When Company face a crisis, strong brand also have advantages. Strong brand have enough credits to make consumer understand and keep patient to wait for the company solve the crisis and come back.

Larger Margins

Strong brand have strong brand equity, that makes them can command a price premium. Strong brand...