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Marketing - Branding Strategy / Strategic Branding


Brand strategy that shifts demand The ultimate point of a brand is not to generate buzz—it's to shift customer demand. It doesn’t pay to invest in the brand if the business model is flawed or the product lacks customer appeal. Well-managed brands shift demand in several ways: by commanding a higher price, generating more volume or some of both. Too high a price will dampen demand and reduce revenues, but the stronger a company’s brand, the further out it can push this intersection of volume and price in order to maximize revenues and profits. Bain & Company’s analysis of 21 product categories quantifies the power of brands. 2012






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Status: 11. Februar 2013