Question: Discuss how brand building is changing as marketing moves from
Discuss how brand building is changing as marketing moves from the consumer era to the relationship era. Find an example of a company that has made the transition to the relationship area and discuss how it has done so.
Answer to relevant QuestionsWhat is meant by a customer contact or touch point? Choose a specific company or brand and discuss how it is using the four categories of contact points discussed in the chapter.Many companies have maintained their same brand identity for years by keeping the same logos, packaging, and so on, while others have made changes. Give examples of companies employing both of these strategies and discuss ...Evaluate the “Punch Dub” campaign that the Deutsch LA agency developed when it took over the Volkswagen of America account. Discuss the pros and cons of the campaign and assess the way it was implemented by the agency.Discuss the various criteria that might be used by an automobile company such as Volkswagen in evaluating its advertising agencies. Which of these criteria do you think would receive the most weight and why?Marketers recognize that subcultures have an influence on consumer behaviors. Give examples of how various subcultures may impact one’s buying decision.
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