How does a start-up establish a “brand”? What do we learn from JCPenney’s miscues about the importance of branding?
Answer to relevant QuestionsAlthough the concept of selecting a target market and establishing a unique position is not specifically mentioned in the feature, what do we learn about these two topics from JCPenney’s miscues? Examine the “You Be the VC 11.2” feature, which focuses on COOLEST, a revolutionary new type of cooler. Suggest some potential co-branding relationships for COOLEST. Contrast the roles of advertising and public relations in promoting a firm and its products. Spend some time looking at Red Bull’s Web site (the U.S. site). Comment on each element of Red Bull’s marketing mix (product, price, promotion, and place). If you need additional information, conduct Internet or library ...Describe Proactiv’s positioning strategy. To what extent did the three critical marketing decisions discussed in the case shape the evolution of Proactiv’s positioning strategy?
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