Principles of Marketing, Student Value Edition (17th Edition)
17th Edition
ISBN: 9780134461526
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Question
Chapter 8, Problem 8.17VC
Summary Introduction
Case summary:
Company P is an insurance firm, which was started as a single auto insurance firm and later developed into a set of individual firms, which writes and manages property and casualty insurance in many states. The firm took a process of rebranding in order to mix the three different brand of auto-insurance into one.
Instead of producing the brand again in overnight, the firm takes a slow transformation, which sustains the existing brand equity. However, at last, they transformed all the three brands into one.
Characters in given case:
Company P: The insurance company.
To discuss: The process that Company P utilized to rebrand and the way in which this process differs from that of other choices.
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James Shoe Emporium, a retail brick and mortar shoe store caters to the higher income market in your country. However, the establishment has been experiencing falling revenue since the August 2024. The owner of the company believes that marketing and selling his shoes via the internet might be the solution. He has hired you to formulate an emarketing plan to do so.
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