TAILIEUCHUNG - BRANDS IN TRANSITION BRands in tRansition

Tham khảo sách 'brands in transition brands in transition', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | MWW AN MWW WHITE PAPER FALL 2012 BRANDS IN TRANSITION CREATING THE RIGHT COMMUNICATIONS MIX BRANDS IN TRANSITION MWW Public Relations in its many forms should be an essential strategic discipline within a company s 360-degree brand marketing framework. Public Relations carries the greatest impact when it is folded into a larger plan that integrates a well-defined brand message across all marketing and communications activities. This holds particularly true for brands in transition. 2012 MWW GROUP ALL RIGHTS RESERVED I WHITEPAPER I FALL 2012 2 BRANDS IN TRANSITION MWW BRANDS IN TRANSITION CREATING THE RIGHT COMMUNICATIONS MIX This short whitepaper explores how Public Relations can fulfill a critical role in keeping the brand message on target and the value that the discipline brings during times of transition as well as when other marketing priorities have wavered. Every brand and company faces hurdles at some point that challenge their ability to either maintain the original brand promise or continue to define it with the original core customers that helped build the brand. Indeed moving your brand from one place to a new position is often required to stay in business. For example the Amazon of ten years ago is not the Amazon of today. Oil companies mostly recognize the need to find new sources of energy across the board invest heavily in this area and now position themselves as energy companies. Subaru traded on its all-wheel drive capabilities for years - but when that became less unique and distinctive they deftly transitioned to a car company built around active and outdoor lifestyles. In particular brands that need to move from a niche positioning to create more mass market appeal or established brands that need to drive higher shortterm sales due to competitive pressure are particularly vulnerable to losing the equity of their brand. Category leaders are especially susceptible to the slippery slope built on successive small concessions that slowly undermine .

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