“Fundamentals of Branding: A Practical Guide for Supervisors” is a 6-chapter book written by Jay Gronlund, President and Founder of The Pathfinder Group and an educator at New York University and his works were printed by the Business Pro Press in 2013. Gronlund conducts an in-depth evaluation of branding and the necessities of successful brand development. He investigates the implications of continuing changes in the market environment because of technology in addition to crucial theories including market positioning, brand equity, and content marketing. Using illustrative examples from well known brands and summarizing relevant research, he provides practical guidance and understanding for both managers and students.
In Chapter 6 “Promotion Today: Branding for Digital Marketing and Social Media (11 pages)”, the author considers how technological progress in the previous decade has influenced branding. He explains how mass advertising has evolved into a more targeted micro-marketing strategy and how the web has influenced buying behaviors. He says that increasing market segmentation challenges supervisors to deliver more messages that are tailored to customer groups that are personal, and present five notions that are critical to help managers employ customers too as outlines significant implications for branding. He also provides five issues to consider when contemplating branding in social media. He concludes with a list of 20 principles to direct the development of strong brands.
Learning Objective: Supplies an analysis of branding and the necessities of successful brand development.
Publication Date: 10/01/2013
This is just an excerpt. This case is about Finance
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