Discussion question week 4 Essay Example | Topics and Well Written Essays - 500 words

Discussion question week 4 - Essay Example rkable example of a company that has experienced that, and discussing the differences of domestic and global marketing strategies (Adamson et al, 2007). A brand is a figure of the features that makes a product exceptional. Every business has its brand. Various businesses attempt, but several fail at building a winning brand. When a company notices that its sales are flagging, it blames it on the brand. The shift of focus has moved from the product-blame to the brand-blame, thus relating to the manner the buyer’s conduct transforms (Ries et al. 2002). Branding is a more effective method of selling products; thus entirely fine products can be unsuccessful because of poor branding. Branding increases the returns but also intensifies the risks. The emotional ties developed by customers and brands ought not to be broken as messing with them results in irreparable damage. A brand acquires strength though the market constantly remains subtle. Coca-Cola ranks top of the list as the most identified brand with a sale of almost 1 billion drinks each day. However, when Coca-Cola stopped the distribution of the original Coca-Cola drink, i t replaced it with the New Coke drink to match up the competition posed by Pepsi-Cola. New Coke hardly made any sales as the consumers rebelled against it (Gobe, 2010). Coca-Cola learnt the hard way that marketing is more than the product. It had simply focused on the taste factor when it was strategizing to build on its product, in the process missing its major brand property, which is originality. Coca-Cola had been the only product in the market ever since its foundation, with the brand name becoming product’s name as well/ Coca-Cola majorly capitalized on its original status in the various promotional campaigns (Cross Cultural Blunders). The launch of New Coke was a contradiction to the marketing efforts by Coca-Cola. It was very misguided confining the brand’s importance to a question of taste. The representation was more important