How is building a brand in a business-to-business context different from doing so in the consumer market?
Answer to relevant QuestionsWould Zara’s model work for other retailers? Why or why not?Evaluate Microsoft’s strategy in good and poor economic times.Elaborate on Intuit’s use of customer research. Why did it work so well for the company?Discuss the effectiveness of Red Bull’s sponsorships, for example, Bull Stratos. Is this a good use of Red Bull’s marketing budget? Where should the company draw the line?Some of Gillette’s spokespeople such as Tiger Woods have run into controversy after becoming endorsers for the brand. Does this hurt Gillette’s brand equity or marketing message? Explain.
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