The objective of this discussion is to appreciate how consumersperceive brands and how the marketer positions a brand as opposedto a product. Marketers treat brands and productdifferently based on consumer behavior.
Simulated Business Scenario
Rosa, the VP of Marketing for Bayer Pharmaceutical started themonthly marketing meeting saying:"our brands are getting lost onthe shelf. We need to examine what our brands mean in terms ofproduct positioning and show the consumer how generic productsdiffer from our brands, especially aspirin. Give me your take onwhy you think brands are losing market share to our competitors andhow we can we reposition our aspirin line?" Here's what I'd likeyou to discuss...
- Examine what brands mean to you in terms of productpositioning.
- Explain how are products differ from brands? Is aspirin aproduct or brand? What are your favorite brands and why?
- Illustrate why do you think brands fail? Cite an example.
