Company SD was the 1 st brand for women in 1956; this brand had a good market position. However, in later stage, Company SD started losing its brand image in market due to competition. The main challenge faced by the company was a change according to the new generation. A main thought described in this case is “purpose-driven marketing.” Company PG is the initiative for Company SD. This case tells that how social media is used in brand building. The case mainly tells about the connection between the brand management concepts and the fundamental customer behavior. Characters in the case: Company SD Company PG Introduction: Activities that involves communicating, creating, exchanging, and delivering the offerings that are beneficial to the company, customers, shareholders, and society is known as marketing. To discuss: The dimension of the customer-based brand equity pyramid that Company SD brand team has focused on “Let Her Jump” and “Mean Stinks”

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Chapter 11, Problem 3VC

Summary Introduction

Case summary:

Company SD was the 1^st brand for women in 1956; this brand had a good market position. However, in later stage, Company SD started losing its brand image in market due to competition. The main challenge faced by the company was a change according to the new generation.

A main thought described in this case is “purpose-driven marketing.” Company PG is the initiative for Company SD. This case tells that how social media is used in brand building. The case mainly tells about the connection between the brand management concepts and the fundamental customer behavior.

Characters in the case:

Company SD

Company PG

Introduction:

Activities that involves communicating, creating, exchanging, and delivering the offerings that are beneficial to the company, customers, shareholders, and society is known as marketing.

To discuss: The dimension of the customer-based brand equity pyramid that Company SD brand team has focused on “Let Her Jump” and “Mean Stinks”

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