Question
Company A wants to launch a new product for consumers in the Seattle area. They want to build a strong brand identity that consumers value
Company A wants to launch a new product for consumers in the Seattle area. They want to build a strong brand identity that consumers value because it symbolizes important aspects of their own personalities. Assume Company A decides to make raincoats. They want to position their new raincoats as prestigious luxury products targeted at highly educated, high-income working professionals between 35-49 years old. They want their target customers to buy and wear these raincoats to express their sense of style and high social status, particularly to other high-status people
. Which of the following would best support these goals? Choose one from each pair of options. Mass marketing strategy OR concentrated marketing strategy?
A logo with a serif font OR with a handwritten font?
Large and obvious brand logo that everyone will notice OR small and subtle brand logo that many people will not notice?
Price skimming strategy OR penetration pricing strategy?
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