Go to www.e4m.biz, operated by the U.K.’s Marketing Council. Register at the site and choose the Business-to-Consumer area, and the Brand Consistency option under Strategy Area. Review several of the short cases describing how major companies are striving for consistency in their brand identification while using multiple channels including the Internet. What conclusions can you draw regarding the requirements for brand consistency across multiple channels?
Answer to relevant QuestionsVisit the Yahoo Inc. website. Describe Yahoo’s brand portfolio. What is the role of strategic brand analysis in building strong brands? Review the STRATEGY APPLICATION describing retail ventures being started by manufacturers. Consider what motivates such ventures. Are there other examples that you can identify? Develop a list of the market and customer ...Distribution analysts indicate that costs for supermarkets equal about 98 percent of sales. What influence does this high break-even level have on supermarkets’ diversification into delis, cheese shops, seafood shops, and ...Consider the INNOVATION APPLICATION describing new approaches to the way in which price is presented to customers as part of the value proposition. What other ways can you identify for reinventing the price component of a ...
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