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F. Product Strategy PART TWO - Coggle Diagram
F. Product Strategy PART TWO
Brand
Brand equity
- the effect the brand name has on customer response to the product
Brand Value
- Total financial value of a brand
The major brand strategy decisions involve:
brand positioning, brand name selection, brand sponsorship and brand development.
New product development process (8)
Idea generation
Idea screening
Concept development and testing
Marketing strategy
Business analysis
Product development
Test marketing
Commercialisation
Product life-cycle - product's sales and profits over its lifetime.(5)
Product development
Introduction
Growth
Maturity
Decline