ADV 305 Lecture Notes - Lecture 4: Kotex, Brand Management, A.D. Vision
Document Summary
Adv 305 1. 2c - branding and brand management continued. Brand management: the research, analysis, and planning concerning how a company or products is perceived in the marketplace. 1st step identifying the right image: must gauge the need and wants of the target audience. Current image gaps: necessary when creating, rejuvenating, and changing a brand"s image. Attracts new customers and retains current customers: staying true to the original but contemporizing. Reinforces some previous aspects of the brand. Necessary when target market declines or product no longer matches industry trends. Begins internally than moves outward: starts with staff and employees, then goes to the masses. 1st ad stereotypical: doesn"t really say the products is for the word period . Break the cycle of periods and of stereotypes: changed packaging, wanted to appeal to younger women who weren"t using. Kotex: wanted to take away users from always. Differences- different packaging, different humor, different colors. Brand parity, brand equity, and brand loyalty: brand parity.
