Challenges of marketing unknown
Description
The challenge for a marketer is to explore how unknown offerings can be made successful, especially against the onslaught of established brands. Coke, Rolex, Nokia, Horlicks—these are brands well known to consumers and, to that extent, these associations carry the benefits of having created and sustained a brand. Symbolism, risk reduction and perceived benefits are some of the important advantages of branding, and several well-known brands carry these benefits. For example, Minute Maid launched its Lime variant recently with the proposition of "homemade taste". Consumers will have no apprehension about the quality or hygiene. But an offe... Read more at: https://economictimes.indiatimes.com/challenges-of-marketing-the-unknown/articleshow/5874546.cms?from=mdr
Copyright Date
April 2010
Publication Date
30-4-2010
Publication Title
The Economic Times
Publisher
Bennett, Coleman & Co. Ltd.
Keywords
Marketing management
Source Link URL
https://economictimes.indiatimes.com/challenges-of-marketing-the-unknown/articleshow/5874546.cms?from=mdr
