Article on Marketing and Management

Added on -2020-02-18

| 7 pages| 588 words| 46 views

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Running head: MARKETING AND MANAGEMENTMarketing and managementName of the studentUniversity nameAuthor’s note
1MARKETING AND MANAGEMENTTable of ContentsTitle: The difficulty with new brands..............................................................................................2Branding of products.......................................................................................................................2Boston consulting group model.......................................................................................................2References........................................................................................................................................5
2MARKETING AND MANAGEMENTWeekly article:Source: Impact of age on brand awareness sets: a turning point in consumers’ early 60s (2017);Title: The difficulty with new brands Branding of products With the advent of globalization there has been a rise in the selling and promotion ofbranded goods. People nowadays are only attracted towards brands rather than quality whichresults in an exodus of change within the global market. There are a number of challenges whichare faced with the branding of goods which have been further discussed. As mentioned byLambert-Pandraud et al. (2017), the short term goals along with external performance pressuremakes the organization focus on marketing gimmicks rather than emphasizing the quality of theassets. One of the challenges which are often faced in the building of new brands are settingunique and differentiating product quotient. Additionally, the vision propagated by the brandneeds to resonate with the consumer which is often challenging.Weekly article:Source: Business Models for Corporate Innovation Management: Introduction of a BusinessModel Innovation Tool for Established Firms (2017)Boston consulting group model The four categories of Boston Consulting Group (BCG) model are – question marks, cashcows, stars and dogs. The stars represent high market share along with high growth. The ‘cash

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