Question

In this chapter, you learned about the various issues relating to Objective 2. What are the influences that can either enhance or diminish a company's position in the marketplace? How can those influences be built into brand equity? Objective 3. What are the steps and methods involved in brands and how marketers develop brands. To better under- stand these concepts, let us examine the company that invented brand and category management. Founded in 1837 irn Cincinnati, Ohio, as a soap- and candle-making venture, Procter & Gamble (P&G) is now a huge company. P&G has 23 brands with a combined revenue of over a billion dollars. In fact, P&G originated the term "soap opera" when it sponsored daytime radio programs and used them to sell soap developing a strong brand? Objective 4. What resources are required when managing All of these are related to how P&G operates as a premier 1. Why do you think P&G emphasizes the brand name and not Leading brands are based on consumer trust and loyalty and they are successful because they offer superior value. Sometimes, better value is measured by a more competitive price. Or, better value could be found in superior customer serv- consumer products company the company name? ice or even because the product is unique. Go to www.pg.com and look at the wide range of products and notice the brand names that are in the P&G product portfo- 2. Choose a P&G brand and explain what the image of the brand is and how P&G creates and conveys that image to the consumer lio. Did you realize that all of these are P&G products? The Chapter 9 learning objectives are: 3. As a P&G brand manager how do you improve your odds Objective 1. How does brand function as the link between that when the customer makes the buying decision he or she consumers and companies? will choose your brand and not your competitors' brands?

Answer 1

Objective 1: Brands function as link between consumers and companies through efficient distribution and marketing services which help connect both entities.

Objective 2: Influence like adopting brand ambassador can help increase brands presence and positioning in market and thus establishing strong foothold in various markets and building brand equity.

Objective 3: Building strong brand requires strong positioning, consistency in advertising and strong communication about products. It takes great customer relationships management coupled with strong customer experience.

Objective 4: Marketing Resources like Out of Home Advertising, Word of Mouth Marketing, Social Media Marketing Newspaper and Print Media, Tv and Radio, Influencer Marketing, Mobile Marketing is must.

Solution 1

P&G being strongest competitors of Hindustan Unilever which has been operating as umbrella brand model uses emphasis on parent brand solely becaus eof variety in product depth and width which can confuse customers and hence to avoid it and build brand imagery, parent brands are used to generate top of mind recall.

Solution 2

Dove has been one of strongest brand swhich is operating in premium body care segment and is positioned as moistured soap for skin care and beautification. The brand simply conveys various influencers and celebrities endorsement which recommend usage of soap for softest skin. Various customers and mothers feature in the ad as products is feminine and also used for baby toddlers.

Solution 3

As manager one must ensure highest customer satisfaction, competitive pricing, retail distribution via various channels, top of mind recall advertising, educating consumers about pricing and benefits are all required which assures customers dont switch.