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Brand Marketing Management

In: Business and Management

Submitted By marimarka
Words 1000
Pages 4
2.What are Branding Challenges and Opportunities?
Savvy customers informed consumers expectations are 13% higher than supposed by manufacturer. It means they are very knowledgeable about the differences in price and quality between the various brands (considered).
Brand proliferation increased number of other brands and brand extensions . Brand proliferation is when a firm puts out new brand names under the same product lines. For example, Huggies is a firm owned by Kimberley-Clark. Huggies is best known for producing disposable diapers, and has different product lines such as Pull-Ups and Little Swimmers.
Media fragmentation traditional TV ads / increased role of internet . Various ways of research. The style of mass advertising campaigns of yesteryears does not hold too strong a ground. It has become too expensive to go national on the TV network with no specific plans for points of attack and reinforcement in relation to brand's potential in different areas. In other words, marketing people should concentrate on those areas, which offer better prospects of brand's growth.Under such circumstances, it has become challenging for brand managers to be practically aware of the media costs and the effects of fragmenting a TV campaign. Not only that, they also have to be able to plan an integrated communication campaign with various tools of communication at their hands. The managers have to capitalize on the factor of fragmentation and align their campaigns accordingly)
Increased competition globalization / low priced /brand extensions. Increased costs (costs of product introduction. Out of 30.000 ne w products 93% was failed )
Greater accountability (financial market pressure. Willingness to meet ambitious short term profit targets. The obligation of an individual or organization to account for its activities, accept responsibility for them, and to disclose

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