Developing your brand
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Market Strategy Workbook 2: Critical Value Factors
Time, money and people are finite resources. Apply the critical value factors and find the right focus for your venture.
Marketing > Developing your brand
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Positioning
Positioning creates an image of your company’s product in the mind of your target customer.
Marketing > Developing your brand
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Product strategy and the whole product
A product strategy begins with the company’s business strategy on how it will succeed in meeting customer needs.
Marketing > Developing your brand
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Value proposition
A brand’s value proposition is the sum of all the benefits that drive customers’ buying decisions.
Marketing > Developing your brand
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Marketing to influencers and opinion leaders
A start-up should aim to achieve market leadership in the word-of-mouth community that makes up a target market.
Marketing > Developing your brand
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Advertising: Kotler on marketing
The aim of advertising is not to state the facts about a product but to sell a solution or a dream. Advertising leaders differ on how to create an effective ad campaign.
Marketing > Developing your brand
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Brands: Kotler on marketing
Everything is a brand: Coca-Cola, FedEx, Porsche, New York City, Madonna, and you—yes, you! A brand is any label that carries meaning and associations.
Marketing > Developing your brand
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Corporate branding: Kotler on marketing
The major requirement for corporate branding is for the company to stand for something, whether it is quality, innovation, friendliness, or something else.
Marketing > Developing your brand
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Design: Kotler on marketing
Great design requires thinking through all of the customer’s activities in acquiring, using, and disposing of the product or service.
Marketing > Developing your brand
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Experiential marketing: Kotler on marketing
The aim of the experiential marketer is to add drama and entertainment to what otherwise might pass as stale fare.
Marketing > Developing your brand
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