1、By Karen,Sumdrup1.Make brand decisions subservient to decisions about customer relationships.Brand and customer relationships are two sides of a coin.Example:the differentiated and personalized marketing and serving strategy of business bankSpecial financial products,priority to get loans for major
2、clientCash management system for large-scale group company2.Build brands around customer segments,not the other way around.ExampleFacial foam particularly for menCell phone for old peopleShampoos for different types of hair3.Make your brands as narrow as possible.Narrow brands perform betterNarrow brand strategies:Select a few well-chosen associations in the marketing of the brand,and be consistent in relation to theseExample:Mexican beer manufacturer Corona has adhered strictly to the three associations fun,sun,and beach,and enjoyed success in doing so.
