New Belgium This approach was effective for New Belgium. They wanted to create a strong sense of brand identity. Focus groups may have allowed for the broadest possible perspective, but New Belgium is a niche product, not seeking to be everything to everyone. Within their niche, New Belgium needs to be able to demonstrate authenticity, so it needed a brand identity that was stronger, and more specific to a sense of

Today's technology and the more intelligent and savvy consumers have made advertising and marketing techniques change with the times. Nonetheless, branding continues to be a sound and viable approach to marketing and that equates to a business constantly reevaluating and recreating itself through new tactics for selling and advertising. First, in regard to promotion, marketers have begun to use an underground approach called buzz marketing. Several things have made

Product Brand ManagementExplaining what product brand management isProduct brand management is a process of first identifying how consumers perceive a brand currently. Then it focuses on how the organization wants the brand to be perceived. It identifies the goal and uses different techniques to try to get consumers to see the brand the way the organization wants it to be seen. Positive brand associations and brand loyalty help the brand

Low Cost Differentiation Preemptive Strength Brand identity Differentiate from other low cost providers to increase volume Brand identity commands a premium price, increasing margin Brand identity becomes identifiable with a specific niche Build brand identity quickly to reduce the threat of new entrants Weakness Lack of diversification Diversify into many products to promote volume sales Brand extensions Diversification is not part of this strategy. Diversification is key to opening new market opportunities. Opportunity Geographic expansion Increase volume Increase volume Increase volume Increase opportunities Threat High substitutability Inherent in the strategy -- low cost

One's experience with a product builds that attitude, and trial samples become more effective than advertising itself, especially in the early stages of building a strong brand. Brand name recognition is important especially when a company is using varying brand strategies for multiple products. NetMBA.com points out that there are several strategies when multiple products are being branded. First, single brand identity means attaching a separate brand to each product; Procter