Advantages of Branding

Branding is the process of identifying a product with a name or image that communicates the qualities and benefits of a product to customers and prospects. A strong brand creates a personality for the product and differentiates a product from competitors. Branding plays an important role in the demand promotion process. The use of a […]

Branding

I can define Branding is the process of identifying a product with a name or image that communicates the qualities and benefits of a product to customers and prospects. A strong brand creates a personality for the product and differentiates a product from competitors. A Brand is a name, term, sign, symbol, design or a […]

Strategic Market Management

It is motivated by the assumption that the planning cycle is inadequate to deal with the rapid rate of change that can occur in a firm’s external environment. Recognition of the demands of a rapidly changing environment has stimulated the development or increased use of methods systems and options that are responsive. Strategic Market Management […]

Effective Market Segmentation

When a market is effectively segmented, less resources are put in place hence culminating into profitability to the firms.   For Market Segmentation to be effective, the following conditions are necessary. The market segment must be; Measurable The size and buying power of the segment should be measurable. This will enable the marketer to assess the […]

Evaluating Market Segment

Firms are developed for purposes of growth and profitability. Market segments are therefore established. Before establishing a market segment there are three main factors to consider in evaluating the same; Segment Size and Growth. Marketers will want to find out whether a potential segment has the right size and its growth characteristics. Large companies prefer […]