Apply the categorization model to a product category other than beverages. How do consumers make decisions whether or not to buy the product, and how do they arrive at their final brand decision? What are the implications for brand equity management for the brands in the category? How does it affect positioning, for example?
Answer to relevant QuestionsConsider a book store in your area. What competitive frames of reference does it face? What are the implications of those frames of reference for its positioning? Can every brand achieve resonance with its customers? Why or why not? Choose a product category. Profile all the brands in the category in terms of pricing strategies and perceived value. If possible, review the brands' pricing histories. Have these brands set and adjusted prices properly? ...Think of the country in which you live. What image might it have with consumers in other countries? Are there certain brands or products that are highly effective in leveraging that image in global markets? Choose a product. Conduct a branded and unbranded experiment. What do you learn about the equity of the brands in that product class?
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