Marketing: Custom Edition for Texas A&M University 17th Edition by William Pride,Ferrell

Exercise 30

The selection and protection of the appropriate brand name is an important part of formulating a marketing strategy. A clear understanding of how branding and packaging decisions influence a customer's choice of products is essential when developing the marketing plan. The brand name and its packaging will influence several other marketing plan decisions. Relating to the information provided in this chapter, focus on the following issues:
Discuss the level of brand equity your company's products currently have in the marketplace. How will brand equity affect your branding strategy?
The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the "Interactive Marketing Plan" exercise at www.cengagebrain.com.