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Lecture 10

mkt lecture 10.docx

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MKT 100
Tina West

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MKT lecture 10 Brand ManagementThe four Ps the marketing mix Product place promotion and price Customer value and beneficial relationsshipsA brand is a singular idea or concept that youown inside the mind of a prospectThe power of the brand is inversely proportional to its scope because we are trying to include more people and then the power of our brand diminishes as not all of them would favor the brand as much as othersIn the long run expanding a brand may diminish its power and weaken its imageScope is how wide or how narrow we want to focus The law of contractionA brand becomes stronger when we have a narrow focus i Narrow focus could be a focus on just one product and a thing we do extremely well ii Stock in depthcould be how w
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