... the end does not justify the means as it is the product that is important – as this will outlive any titillating adverts – if it is any good! © MCB UP Limited 2003 Advertising effectiveness Codes of practice Product quality Product strategy Marketing strategy Consumer marketing...

..., so it must be good”) (Aaker, 1996). © MCB UP Limited 2002 Internet Brand equity Product strategy Consumer behaviour Relationship marketing Develop solid strategies Since January 2000, over 600 dot.coms have folded, the majority of which represented business‐to‐consumer...

... personality and a man may chose a model of car for the same reason. Image Product strategy Brands Consumer behaviour National cultures Key concept. A key concept for understanding consumer behaviour is that of self‐congruity. Essentially, self‐congruity “links the psychological construct...

...Michael Enright Adam   Morgan . Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders . New York : John Wiley and Sons   1999 . 286pp. , ISBN: 0471242098   US$29.95 hardback Brands Product strategy Product positioning Consumer marketing...

... behaviour Consumer marketing Marketing research Product differentiation Product innovation Product strategy Really new products tend to come from engineers and scientists. Engineers and scientists study current products, and adapt new technologies to make these products easier to use, faster...

... concept is desired, prestige or upscaleness is just one of the possible positioning options available. © MCB UP Limited 1998 Brand identity Brand image Brand names Consumer behaviour Product positioning Product strategy Positioning a brand through a clear and consistent image...