Question: Contrast the branding strategies and brand portfolios of market leaders
Contrast the branding strategies and brand portfolios of market leaders in two different industries. For example, contrast the approach by Anheuser Busch and its Budweiser brand with that of Kellogg’s in the ready-to eat cereal category.
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? What are some other examples of slogans not listed in the chapter that make strong contributions to brand equity? Why? Can you think of any “bad” slogans? Why do you consider them to be so? Choose a popular event. Who sponsors it? How are they building brand equity with their sponsorship? Are they integrating the sponsorship with other marketing communications? What are some of the product strategies and communication strategies that General Motors could use to further enhance the level of perceived differentiation between its divisions? Pick a product category. How are different leading brands targeting different demographic market segments?
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