Marketing
14th Edition
ISBN: 9781259924040
Author: Roger A. Kerin, Steven W. Hartley
Publisher: McGraw-Hill Education
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Question
Chapter 11, Problem 4AMK
Summary Introduction
To discuss: The branding strategy that person X would recommend for the following situation and the trade-offs that must be considered by person X.
Introduction:
Creating a specific name and an image for a commodity on the customer's mind is known as branding. The main aim of branding is to attract the customers with different products and retain them.
A trade-off is a decision that includes reducing quantity, quality or design, but expect return of gain in another aspect.
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Visit Mondelēz International’s website(www.mondelezinternational.com) and then click on the “Brand Family”link. In what major categories does Mondelēz have brands? Can youidentify related categories in which the company should compete?
In short brief answer the following question:
1.Brand Equity Models: How can you relate the different models of brand equity to each other? How are they similar? How are they different? Can you construct a brand-equity model that incorporates the best aspects of each model?
2. Industry Roles: Pick an industry. Classify firms according to the four different roles they might play leader, challenger, follower, and nicher. How would you characterize the nature of competition? Do the firms follow the principles?
Create your own brand. State what product/ service you want to sell in the market and why you think this product would be purchased by the consumers. Who are your rivals and What different do you have to offer to the consumers?
Now, choose 2-3 elements from the brand elements mix and state the reason why you choose them and how those elements would work for your company. (For eg: if you are choosing a brand logo, create a logo for your brand, if choosing a brand name, create a name for your brand, etc.?
Chapter 11 Solutions
Marketing
Ch. 11.1 - Prob. 11.1LOCh. 11.1 - Prob. 11.1LRCh. 11.1 - Prob. 11.2LRCh. 11.1 - Prob. 11.3LRCh. 11.2 - Prob. 11.2LOCh. 11.2 - Prob. 1MRDCh. 11.2 - Prob. 11.4LRCh. 11.2 - Prob. 11.5LRCh. 11.2 - Prob. 11.6LRCh. 11.3 - Prob. 11.3LO
Ch. 11.4 - Prob. 11.4LOCh. 11.4 - Prob. 1MMCh. 11.4 - Prob. 11.7LRCh. 11.4 - Prob. 11.8LRCh. 11.4 - Prob. 11.9LRCh. 11 - Prob. 1AMKCh. 11 - Prob. 2AMKCh. 11 - Prob. 3AMKCh. 11 - Prob. 4AMKCh. 11 - Prob. 5AMKCh. 11 - Prob. 1BYMPCh. 11 - Prob. 2BYMPCh. 11 - Prob. 1VCCh. 11 - Prob. 2VCCh. 11 - Prob. 3VC
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