MKT 100 Lecture 10: mkt lecture 10.docx

54 views2 pages
itskiyethangeli and 39956 others unlocked
MKT 100 Full Course Notes
1
MKT 100 Full Course Notes
Verified Note
1 document

Document Summary

A brand is a singular idea or concept that you own inside the mind of a prospect. In the long run expanding a brand may diminish its power and weaken its image. Scope is how wide or how narrow we want to focus. A brand becomes stronger when we have a narrow focus. Narrow focus could be a focus on just one product and a thing we do extremely well. Stock in depth ( could be how we guarantee the product will be in stock) Dominate the category ( leaders in shelve space, high mind share) The birth of a brand is achieved with publicity, not advertising. What others say is more powerful than what you say. It is better to be first than to be better, because being first generate publicity. Once born, a brand needs advertising to stay health.

Get access

Grade+20% off
$8 USD/m$10 USD/m
Billed $96 USD annually
Grade+
Homework Help
Study Guides
Textbook Solutions
Class Notes
Textbook Notes
Booster Class
40 Verified Answers
Class+
$8 USD/m
Billed $96 USD annually
Class+
Homework Help
Study Guides
Textbook Solutions
Class Notes
Textbook Notes
Booster Class
30 Verified Answers

Related Documents

Related Questions