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Marketing the Brand
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Consumer Behavior Articles research papers
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A 5 page paper discussing brand building. Kleenex®, Band-Aid® and Coke® all marketed their brands too well over the years. To many, every tissue is a Kleenex®, and every small plastic or fabric bandage is a Band-Aid®. Judicious use of marketing communication can create the enviable position that Coca-Cola enjoys in its industry. "Over marketing," such as that which has occurred with Kleenex® is not all bad either. Consumers still are more aware of the brand's name, but the company likely has overspent in taking its message to the consumer. Bibliography lists 5 sources.
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Pages:
5
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Filename:CC6_KSmktgBrand.rtf |
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Paper Title:
Marketing the Brand
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