Friday, April 5, 2013

Topic: "Four Best-Practices for Renovating Your Brand—Before It's Too Late"

The purpose of this paper is to write an analysis of an article that discusses an thought of merchandising management. During my research I was attracted to an article by Fred Geyer Titled, ? quatern Best-Practices for Renovating Your Brand?Before Its Too Late?. After interpret Geyer?s article, I found his reasoning for identifying the fatality to veer how a firms patsy is represented early in the intersection life cycle (PLC) phase of maturity rather than posterior in the decline phase as essential to autocratic change results. He also pointed out that the ablity to identify the need for change fecal matter be instrumental to sustaining nock equity, brand postioining, and sucesfull differentiation.

Geyer points out that there is no doubt some firms that can recognize the need for change in his statement, ?Stories of marketing heroes who translate poorly performing brands never fail to enthrall us: the transformation of Dove into an empowering brand; the shift to healthier take for McDonalds; the rebound of Hewlett Packard in the PC market?.

It is the unheralded marketing heroes who renovate their brands while they argon strong and growing. They spot ever-changing market dynamics and address them as opportunities before they sop up time to develop into threats. Their reward is faster profitable emersion without the negative headlines (Geyer).

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But on the contrary there are many companies that are not as adept at being responsive to market changes. So how can you do something before it?s too late? Geyer outlines four keys to brand transformation in the maturity phase of the PLC. They are: 1. catch a holistic understanding of the brand, 2. Look for segment swings, 3. steal the underlying issues, 4. Apply the right strategies.

A holistic, customer-driven understanding of the certain brand and a vision of the brands future are all important(p) to proactive...

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