Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Concept explainers

Individual Branding
Individual branding is a marketing strategy companies can use to associate each individual product with its own brand. This strategy helps in protecting a company’s other products if one of them fails or does not gain a great significance in the market.
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Assume Netflix will launch an ad-based (free or cheaper than its current subscription-based) streaming service. What should be the IMC objectives for the launch of this new service in Australia? What combination of modes of communication would you recommend to achieve these objectives? 

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