Submitted by: Submitted by nazia
Views: 162
Words: 1345
Pages: 6
Category: Business and Industry
Date Submitted: 02/15/2014 11:51 PM
Course Name: Product and Brand Management
Course Code: MKt342
Assignment Topic:
Designing and developing a new brand for a particular product
Submitted to:
Syed Parvez Khan
Lecturer, School of Business
Submitted by:
Nazia Hasan Shaity
Id-11310159
Sec-D
1st February, 2013
1. Intorduction:
To successfully position of a brand above the competitor’s continuing fight for customers, we must develop a brand proposition that when conveyed in marketing and advertising campaigns, will provide an attractive, unique, and relevant message to current and potential customers. In addition, this proposition must be realized and consistently echoed by senior executives, customer support, R&D teams, marketing staff, sales staff, and strategic partners. Though brand development is by no means a new idea, today consumers have more access to information and more choices than ever before. The result is higher expectations, and the brand’s message must captivate the consumer immediately. Companies seeking to experience long-term success will have to create the most compelling, relevant, and consistent brand experiences for their customers. In order to successfully develop the most effective branding strategy, a firm understanding of what a brand is must first be answered.
A brand is the sum of the good, the bad, the ugly, and the off-strategy. If is defined by your best product as well as your worst product. It is defined by award-winning advertising as well as by the god-awful ads that have somehow slipped through the cracks, got approved, and, not surprisingly, sank into oblivion. It is defined by the accomplishments of your best employee-the shining star in the company who can do no wrong-as well as the mishaps of the worst hire that you ever made. It is also defined by your receptionist and the music your customers are subjected to when placed on hold. For every grand and finely worded public statement by the CEO, the brand is also defined by derisory consumer comments...