.../ The Country Delight mobile app. The Live Better campaigns: www.youtube.com/watch?v=k3yYF-mQKGo ; www.youtube.com/watch?v=4OM-FLdRpxc Consumer behavior Online platform e-commerce Direct-to-consumer Emerging markets Brand strategy Brand management Marketing Market segmentation Online...

... of brand differentiation, branding strategies, and most importantly, understand the complexity of the business decision-making process. Květa Olšanová can be contacted at: kveta.olsanova@vse.cz © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Brand...

... the past five years, they had experienced strong sales numbers and growth in the number of new agents joining the company. However, Boyes saw untapped potential in the marketplace and wanted to develop a brand strategy that took the best advantage of brand extension opportunities to drive the continued...

..., the Chief Marketing Officer. Expected learning outcomes Understand how to go about creating a brand strategy when re-launching it as a standalone brand without the support of the corporate umbrella brand; analyze different product markets to enter and how to arrive at a go/no-go decision; comprehend...

... be able to: use SWOT and environmental analyses to solve complex business problems; explain segmentation, targeting and positioning (STP) and shall be able to use those for preparing marketing strategy; use 4Ps in different combinations in planning brand strategies; use Ansoff's model (product-market grid...