MKT 100 Lecture 10: mkt lecture 10.docx
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MKT 100 Full Course Notes
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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.