Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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
Transcribed Image Text:Brand acts as an umbrella for
*
new products is known as:
Combination branding
Tiered branding
Co-branding
Brand extension
Red Bull's global messaging
strategy revolves around their
tagline, "Red Bull gives you
wings." It focuses on the idea
that their product gives
people the "wings" or energy
they need to do whatever they
want when they want.
The
of Red Bull is
based on
Positioning, use
Segmentation, behavior
Positioning, benefit
Segmentation, competition
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