Article review framework and methodology

Marketing (Product Placement)

Creating Brand Value and Strength in the Consumer Market through Effective Product Placement

In a journal article written and researched by Peter Doyle (2001) entitled, "Building value-based branding strategies," the author elucidates on the importance of establishing brand value and strength and effective product placement as the foremost steps in implementing an effective marketing strategy. Analyzing through the previous experiences of large companies Xerox and Procter & Gamble, Doyle introduces the concept of "value-based strategy." Through the case studies of these two companies and integration of marketing theories and models, the author argues the point that indeed, brand value and strength and effective product placement are the most important strategies that must be adopted in marketing.

Prior to enumerating the benefits of adopting these marketing strategies to products and brands, Doyle analyzes initially the strengths of various players in marketing wherein brand value is determined to be most effective. He cites Sony and 3M for its innovative product offerings, Wal-Mart and Toyota for its low product cost, and Dell and American Express for its 'outstanding management' of its customers. P & G. And Xerox, and a host of other brands that have failed to introduce new products in the market, pale in comparison to the cited companies because they "have oversimplified how brands add value to the performance of a business ... Marketing has overwhelmingly focused on the importance of developing an attractive consumer proposition and establishing a relationship with the customer through consistent ... brand investment" (255).

These marketing 'mistakes' have led the author to provide suggestions that constitutes the thesis of the article. That is, formulating an effective market strategy for a product or brand, companies should look into the following factors: (1) effective customer value proposition; (2) integration of the brand to the business value chain; (3) attractiveness of the brand's market economics; and (4) maximizing shareholder value in brand strategy. These factors ultimately necessitates the effectiveness of product placement vis-a-vis the customers, market, business sector, and shareholders of the company. Doyle's analysis deviates from putting too much emphasis on pricing or capturing the target market of the brand; instead, his proposition puts leverage on product placement. Once product placement has been effectively implemented, brand value and strength will come in to ultimately determine how the brand will capture the consumer market and what specific segment of the market.