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 We’ll start this module by defining what a product is and… 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 product is the core of the marketing mix. Product defines… 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 brands. In 2015, Forbes published a list of the most valuable brands… 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, resulting in a diluted or severely damaged brand image. Poor… 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. A company creates a line extension when it introduces a new variety… 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 products for a defined period and within a defined market,… 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, generally both parties contribute something of value to the new… 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 decisions up front is crucial since a company may have… 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 to stakeholders (customers, retailers, supply chain and distribution partners, and of… 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 Up to this point, this module has explored the important… Brand Development Strategies