Questions:
What is the difficulty in measuring the brand equity of a brand like Coca-Cola? Use the objectives below to get an idea of how to address this question.
When you complete this module, you should be able to:
•Define and identify the components and different models of brand equity.
•Measure and manage brand equity.
•Define positioning and use it in the design of marketing strategies.
•Identify the key differentiation strategies and utilize them at the different stages of the product life cycle.
•Apply Porter's Five Forces Model of competition in analysis and selection of potential target markets.
•Identify competitors and select the best competitive strategies for market leaders, market challengers, market followers, and companies focusing on a market niche.