BUS 363 Lecture Notes - Lecture 17: Brooks Brothers

• School: Stony Brook University
• Department: Business Management
• Course: BUS 363
• Professor: Camille Abbruscato

Document Summary

Comm about advantages of using brand more freq in existing/new sit. Reminders to consumers to actually use brand. Incr freq of usage for product w/ short life spans: tie act of replacing product to holiday, event, time of year, provide better info about (when they first used product, current lvl or product perf) Make product designs and packaging more convenient. Id new and completely diff ways to use brand. New usage apps may require more than just new campaigns/merchandising approaches. Key tgt mkrt segments: retain vulnerable customers, recapture lost customers c. Declining sales ensure that no more customers lost in short run b4 target new. Abandon consumer group and tgt completely new mkt. Common problem for est mature brands making brand more contemporary. May require combo of new products, ad, promotions and packaging. Convey new info or signal brand has taken new meaning (brand name typicall most imptnt brand element)