Marketing Agency

Introduction to Products and Marketing Mix What you’ll learn to do: explain what a product is and the importance of products in the marketing mix… Read More »what a product is and the importance of products in the marketing mix

Why It Matters: Product Marketing Why learn about product marketing? Often when students begin to study marketing they expect to study promotion or perhaps only advertising, but… Read More »Why It Matters: Product Marketing

Putting It Together: Branding Investigating Brand Power As noted earlier in this module, every year organizations conduct analyses and publish lists of the world’s top… Read More »Putting It Together: Branding

Risks of Brand/Line Extension Zippo Perfume. Brand extension, or dilution? While there can be significant benefits to brand-extension strategies, there can also be significant risks,… Read More »Risks of Brand/Line Extension

Lines Extensions and Brand Extensions Organizations use line extensions and brand extensions to leverage and increase brand equity. Diet Coke is a line extension of the Coke brand.… Read More »Lines Extensions and Brand Extensions

Brand Licensing Brand licensing is the process of leasing or renting the right to use a brand in association with a product or set of… Read More »Brand Licensing

Co-Branding Co-branding is an arrangement in which two established brands collaborate to offer a single product or service that carries both brand names. In these relationships,… Read More »Co-Branding

Branding Strategies A branding strategy helps establish a product within the market and to build a brand that will grow and mature. Making smart branding… Read More »Branding Strategies

Managing Brands As Strategic Assets As organizations establish and build strong brands, they can pursue a number of strategies to continue developing them and extending their value… Read More »Managing Brands As Strategic Assets

Introduction to Brand Development Strategies What you’ll learn to do: explain key strategies for developing brands including brand ownership, brand and line extensions, co-branding, and licensing… Read More »Brand Development Strategies