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What is the difficulty in measuring the brand equity of a brand like Coca-Cola? Use the objectives below to get an idea of how to address this question.
When you complete this module, you should be able to: • Define and identify the components and different models of brand equity. • Measure and manage brand equity. • Define positioning and use it in the design of marketing strategies. • Identify the key differentiation strategies and utilize them at the different stages of the product life cycle. • Apply Porter's Five Forces Model of competition in analysis and selection of potential target markets. • Identify competitors and select the best competitive strategies for market leaders, market challengers, market followers, and companies focusing on a market niche.
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