Class24
ycombari on Dec 19th 2008
What is a brand?
A brand is a “name, term, sign, symbol, design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition.”
Brand is the outcome of distribution, price, product, community, communication
-Brand are reflections or outcomes of the firm’s marketing activities
-Unlike the other activities, branding is an integral part of every marketing activity and strategy.
-Strong brands
ex: Army live chat
ex: Xbox 360
Which lever should be used?
- choose levers to effect a change
- determine which levers have the most leverage
- consider barriers to advancement
- consider the medium’s effect on desired behavior
- level of involvement matters
- understand consumer learning trends
- credibility of the channel matters
- the choice of levers must be consisted with positioning choice
- the medium can be the message – or the product
- matrix design must be adaptive
Ebay’s application of the marketspace matrix (1998-1999)
- once ebay had advanced a significant number of users into the exploration/expansion phase, the firm needed to focus on sustaining committment
- as the firm’s needs changed, so did its marketspace matrix