Discussion 1 This week of assigned reading of the course marketing management mainly focused on brands. It effectively discussed the marketing framework that includes key topics such as 5Cs, STP, and 4Ps. I found these concepts presented in this week of reading interest because they provide an effective focus on the brand of a firm, understand the brand image of a firm and undertake significant actions to control the risks and promote the brand recognition of a firm. It offers effective focus into the customers of a firm, company, understands the context, collaborations, and competitors of a firm (Iacobucci, 2016). It also offers to focus on the segmentation of customers, targeting and positioning, product price, and place and develop effective strategies to promote the products and enhance the brand reputation of a firm and achieve good results. It also tells the importance of a brand for the company and the different types of functions the brands serve and associations and the various types of brand strategies. It helps to gain significant knowledge into various brands and develop effective strategies to promote the brand and increase the sales of goods and services of a firm effectively and assess the quality of a brand effectively. It is noticed that the brand is a portfolio of qualities that are linked with the name of a brand. It invokes the images of the brand and enables the company to promote the brand and control the image of a brand in the marketplace. It also helps to shape a product and package, make the color and symbol of the brand logo of a firm, and reflect the products and service offerings of a firm effectively. The marketer selects the name of a brand to increase the benefits and increase communication with the customers. The brands of a firm can be local, global, co branded. It offered effective insight into the personalities of a brand, experiences of a brand affective, behavioral and intellectual, communities and strategies, and extensions. These help to gain effective knowledge into brand strategies and develop effective tactics and promote brand well. Based on the observation of methodology following by Inter brand to evaluate the brands offering by it is effective. It is following forward methodology and offering both the local and global brands to serve customers well (Interbrand, 2020). I will improve the brand of a firm by identifying the key weaknesses in the brand, identifying personalities, customer views and services, and developing effective brand strategies. One of my favorite brands is Apple because the strategies following it are effective and reflect the products and services of it and provides benefits for the customer. The brand I hate is Redmi. The main reason I hate this brand is that methodology and strategies followed by this brand are not helpful for the customers and quality is not good. References: Iacobucci, D. (2016). Marketing Management. Cengage Learning. Discussion 2 In today’s busines.

1. Discussion 1
This week of assigned reading of the course marketing
management mainly focused on brands. It effectively discussed
the marketing framework that includes key topics such as 5Cs,
STP, and 4Ps. I found these concepts presented in this week of
reading interest because they provide an effective focus on the
brand of a firm, understand the brand image of a firm and
undertake significant actions to control the risks and promote
the brand recognition of a firm. It offers effective focus into the
customers of a firm, company, understands the context,
collaborations, and competitors of a firm (Iacobucci, 2016). It
also offers to focus on the segmentation of customers, targeting
and positioning, product price, and place and develop effective
strategies to promote the products and enhance the brand
reputation of a firm and achieve good results. It also tells the
importance of a brand for the company and the different types
of functions the brands serve and associations and the various
types of brand strategies. It helps to gain significant knowledge
into various brands and develop effective strategies to promote
the brand and increase the sales of goods and services of a firm
effectively and assess the quality of a brand effectively. It is
noticed that the brand is a portfolio of qualities that are linked
with the name of a brand. It invokes the images of the brand and
enables the company to promote the brand and control the image
of a brand in the marketplace. It also helps to shape a product
and package, make the color and symbol of the brand logo of a
firm, and reflect the products and service offerings of a firm
effectively. The marketer selects the name of a brand to
increase the benefits and increase communication with the
customers. The brands of a firm can be local, global, co
branded. It offered effective insight into the personalities of a
brand, experiences of a brand affective, behavioral and
intellectual, communities and strategies, and extensions. These

2. help to gain effective knowledge into brand strategies and
develop effective tactics and promote brand well.
Based on the observation of methodology following by Inter
brand to evaluate the brands offering by it is effective. It is
following forward methodology and offering both the local
and global brands to serve customers well (Interbrand, 2020). I
will improve the brand of a firm by identifying the key
weaknesses in the brand, identifying personalities, customer
views and services, and developing effective brand strategies.
One of my favorite brands is Apple because the strategies
following it are effective and reflect the products and services
of it and provides benefits for the customer. The brand I hate is
Redmi. The main reason I hate this brand is that methodology
and strategies followed by this brand are not helpful for
the customers and quality is not good.
References:
Iacobucci, D. (2016). Marketing Management. Cengage
Learning.
Discussion 2
In today’s business world there is a major need for the brands to
gain popularity and reach more customer base. It will be more
productive if the above thing happens. So it is necessary for the
bunnies firms to stay connected with the consumers in one way
or the other. Also there is a need to project your product or
services to the consumers in a way. For this purpose one of the
nest methods available and also being adopted by almost every
brads either big or small is the branding concept. With the help
of the brand, the firms can create an image in the consumers
mind about the company in a way such that they should find that
the company will address their needs without fail. Let us now
try to learn about few concepts and definitions related to the

3. concept of branding. A brand can be in any form like a logo,
name, the product, or service you offer to them. Also it is
important to note that the brand will be closely associated with
the consumers in many ways. It might also be refer as the
monetary value of the company in the market. A brand is a
recognizing image, mark, logo, name, word, and additionally
sentence that organizations use to recognize their item from
others. A mix of at least one of those components can be used to
make a brand personality. For The Product Or Service Behind
The Brand Creates Increased Revenues And Market Share
Enables The Company To endure Temporary Crises, expands
The Organization's Estimated Worth. Makes a Remarkable and
Unique Brand Image Expands Profitability by Commanding a
Higher Price following are the fundamental elements of a brand.
They are as per the following. To separate your organization
from those in your field, To show the genuineness of your item
or administration ,To fortify the qualities that your organization
places at the bleeding edge of each activity ,To bring together
every office inside your organization. Perhaps the greatest ways
brand association benefits organizations is it makes your brand
stand apart among your rivals. Brand strategy is an arrangement
that incorporates explicit, long haul objectives that can be
accomplished with the advancement of a fruitful brand - the
consolidated segments of your organization's character that
make it recognizable. A very much characterized and executed
brand strategy influences all parts of a business and is
straightforwardly associated with buyer needs, feelings, and
serious situations. Brand equity is the extra worth an item gets
from having a notable brand, or significant level of brand
mindfulness. It is the distinction in value that a shopper pays
when they buy a perceived brand's item over a lesser known,
nonexclusive variant of the equivalent product.
Brand valuation is the process of calculation of the entire value
of the brand in the market... there are various parameters
considered for ths prcesss. Now a day’s brands are focusing on
some of the best factors to value a brand. They should use

4. newer technologies for this purpose. My favorite brand is GAP
due to the unique products it offers.
References:
Iacobucci, D. (2018). Marketing management. 5th ed. Cengage
Learning
Unit Six Discussion
11 unread reply.11 reply.
This is a 2-part post; both parts are required.
Part 1: Everyone: Read and summarize an article you read
on the Kaiser Family Foundation (Links to an external site.).
Part 2: Answer the set of questions that correspond to your last
name.
M- Z: Discuss both:
· Listen to the TedTalk (Links to an external site.) (16:49
minutes): Can we rewrite the DNA of the healthcare
system? Discuss what you learned and your reactions.
· Explore the website for Health Leads (Links to an external
site.)- discuss what you learned and what you think could be
implemented in Polk County?
(Use citations for both parts of your post).
Discussion 1
This week of assigned reading of the course marketing
management mainly focused on brands. It effectively discussed
the marketing framework that includes key topics such as 5Cs,
STP, and 4Ps. I found these concepts presented in this week of
reading interest because they provide an effective focus on the
brand of a firm, understand the brand image of a firm and
undertake significant actions to control the risks and promote
the brand recognition of a firm. It offers effective focus into the
customers of a firm, company, understands the context,

5. collaborations, and competitors of a firm (Iacobucci, 2016). It
also offers to focus on the segmentation of customers, targeting
and positioning, product price, and place and develop effective
strategies to promote the products and enhance the brand
reputation of a firm and achieve good results. It also tells the
importance of a brand for the company and the different types
of functions the brands serve and associations and the various
types of brand strategies. It helps to gain significant knowledge
into various brands and develop effective strategies to promote
the brand and increase the sales of goods and services of a firm
effectively and assess the quality of a brand effectively. It is
noticed that the brand is a portfolio of qualities that are linked
with the name of a brand. It invokes the images of the brand and
enables the company to promote the brand and control the image
of a brand in the marketplace. It also helps to shape a product
and package, make the color and symbol of the brand logo of a
firm, and reflect the products and service offerings of a firm
effectively. The marketer selects the name of a brand to
increase the benefits and increase communication with the
customers. The brands of a firm can be local, global, co
branded. It offered effective insight into the personalities of a
brand, experiences of a brand affective, behavioral and
intellectual, communities and strategies, and extensions. These
help to gain effective knowledge into brand strategies and
develop effective tactics and promote brand well.
Based on the observation of methodology following by Inter
brand to evaluate the brands offering by it is effective. It is
following forward methodology and offering both the local
and global brands to serve customers well (Interbrand, 2020). I
will improve the brand of a firm by identifying the key
weaknesses in the brand, identifying personalities, customer
views and services, and developing effective brand strategies.
One of my favorite brands is Apple because the strategies
following it are effective and reflect the products and services
of it and provides benefits for the customer. The brand I hate is

6. Redmi. The main reason I hate this brand is that methodology
and strategies followed by this brand are not helpful for
the customers and quality is not good.
References:
Iacobucci, D. (2016). Marketing Management. Cengage
Learning.
Discussion 2
In today’s business world there is a major need for the brands to
gain popularity and reach more customer base. It will be more
productive if the above thing happens. So it is necessary for the
bunnies firms to stay connected with the consumers in one way
or the other. Also there is a need to project your product or
services to the consumers in a way. For this purpose one of the
nest methods available and also being adopted by almost every
brads either big or small is the branding concept. With the help
of the brand, the firms can create an image in the consumers
mind about the company in a way such that they should find that
the company will address their needs without fail. Let us now
try to learn about few concepts and definitions related to the
concept of branding. A brand can be in any form like a logo,
name, the product, or service you offer to them. Also it is
important to note that the brand will be closely associated with
the consumers in many ways. It might also be refer as the
monetary value of the company in the market. A brand is a
recognizing image, mark, logo, name, word, and additionally
sentence that organizations use to recognize their item from
others. A mix of at least one of those components can be used to
make a brand personality. For The Product Or Service Behind
The Brand Creates Increased Revenues And Market Share
Enables The Company To endure Temporary Crises, expands
The Organization's Estimated Worth. Makes a Remarkable and
Unique Brand Image Expands Profitability by Commanding a

7. Higher Price following are the fundamental elements of a brand.
They are as per the following. To separate your organization
from those in your field, To show the genuineness of your item
or administration ,To fortify the qualities that your organization
places at the bleeding edge of each activity ,To bring together
every office inside your organization. Perhaps the greatest ways
brand association benefits organizations is it makes your brand
stand apart among your rivals. Brand strategy is an arrangement
that incorporates explicit, long haul objectives that can be
accomplished with the advancement of a fruitful brand - the
consolidated segments of your organization's character that
make it recognizable. A very much characterized and executed
brand strategy influences all parts of a business and is
straightforwardly associated with buyer needs, feelings, and
serious situations. Brand equity is the extra worth an item gets
from having a notable brand, or significant level of brand
mindfulness. It is the distinction in value that a shopper pays
when they buy a perceived brand's item over a lesser known,
nonexclusive variant of the equivalent product.
Brand valuation is the process of calculation of the entire value
of the brand in the market... there are various parameters
considered for ths prcesss. Now a day’s brands are focusing on
some of the best factors to value a brand. They should use
newer technologies for this purpose. My favorite brand is GAP
due to the unique products it offers.
References:
Iacobucci, D. (2018). Marketing management. 5th ed. Cengage
Learning
© 2018 Cengage Learning®. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.

8. © 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
1
7
Brands
© 201 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7. 2
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
2
Marketing Framework
3
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
What Is a Brand?
Brand
Portfolio of qualities associated with a name
Brands immediately invoke certain images

9. Brands have value beyond the benefits of the product
4
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Brand Associations
Marketers control some brand associations
Product shape and packaging
Logos, symbols, and colors
Jingles and slogans
Spokespeople
Marketers should control what they can
All outgoing messages should be positive
Marketers do not control all associations
e.g., Personal memories about brands
5
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Brand Name
A brand starts with a name
Some names immediately convey information
e.g., YouTube
Some names suggest their benefits
e.g., Optical4less
Some names are those of their founder
e.g., Christian Dior
Marketer should choose a brand name that conveys its benefits
6

10. © 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Brand Names, Logos, and Color
Brand name meaning is built over time through communications
with customers
Brand names and logos are a shorthand way to communicate
with customers
This is who we are and what we look like
Brand colors and fonts visually engage customers
e.g., The New York Times and Google
7
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Brand Names and Logos
Some logos combine a brand name with a symbol meant to
suggest the brand’s value proposition
8
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Discussion Questions #1

11. Should a brand name be adapted over time?
If so, when and why?
9
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Why Brand?
(slide 1 of 2)
Customer benefits of branding
Brands identify company ownership
Brands allow for predictable quality
Brands make it easier for customers to make decisions; less
perceived risk
Brands serve as status symbols
10
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Why Brand?
(slide 2 of 2)
Company benefits of branding
Brands induce loyalty—increasing repeat purchasing
Brands allow premium prices
Brands allow a single firm to pursue multiple market segments
11
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.

12. 7.
Hierarchy of Brand Associations
Concrete product attributes: 40 mpg
Abstract product benefits: Save money
Abstract emotional benefits: Feel good
Attributes are easy to communicate and easy for competitors to
copy
Benefits are abstract; harder to create and communicate, but
more meaningful
12
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Brands Serve Social Functions
Brands help customers express their ideal selves
e.g., Certain school, car, and clothing
Brands become the focal point of bonding through brand
communities
e.g., Subaru, Harley-Davidson, and Lego
13
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Brand Association Network
(slide 1 of 2)

13. Depiction of brand associations
Unlinked nodes have no or weak connection; strong links are
bold
14
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Brand Association Network
(slide 2 of 2)
How it works
When brand name is activated, associations are triggered
Nodes closest to the brand are retrieved first
Customer satisfaction with the brand is most heavily influenced
by the positivity or negativity of nearest links
Networks may be simple or complex
Depends on focus and consistency of advertising
15
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Discussion Question #2
What comes to mind first when Louis Vuitton is activated?
16
© 2018 Cengage Learning.® May not be scanned, copied or

14. duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Brand Personalities
Brand can have a distinct personality
Personalities capture
Specific information about the brand
Holistic perceptions about the brand
17
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Types of Brand Experiences
Consumers experience brands
Affective (heart), intellectual (mind), and behavior (action)
18
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Brand Communities
Brand communities
Customers who connect with like-minded customers
They have extreme attachments to brands

15. e.g., Apple, Nintendo, Harley-Davidson
Marketers should try to build and capitalize on these
communities
19
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Branding Strategies
(slide 1 of 2)
Umbrella approach
Attaching the same brand name to products
Subsequent product introductions are easier for the customer to
understand and accept
Higher initial awareness levels
Builds stronger brand associations
Stronger financial outcomes
e.g., Nike, Canon, and GE
20
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Branding Strategies
(slide 2 of 2)
House of brands approach
Introducing a new brand name for every product line

16. Any problems with one brand should not influence the other
brands
Brand images do not need to be consistent, which allows for
targeting multiple segments
Requires more advertising expense
e.g., Procter & Gamble has 80 major brands
21
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Brand Extensions
Brand extensions
Leverages the brand’s good name to get customers to buy
something new
Line extensions
Increase depth—new product within a line
e.g., Cheerios has various flavors
Product category extensions
Increase breadth—new product line
e.g., Amazon sells many different things
22
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Discussion Questions #3
How might Oscar Meyer extend its line?
How might Oscar Meyer implement a product

17. category extension?
Why would it do either?
23
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Co-branding
(slide 1 of 2)
Co-branding
Two companies form a joint venture to create a product from
both companies
e.g., Tevlar fabric
Ingredient branding
Form of co-branding in which one company adds value to a host
product
One company dominates the other
e.g., Intel in many PCs
24
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Co-branding
(slide 2 of 2)
Co-branding works well when a company is introducing a new
product attribute
e.g., Adding cough medicine to candy
Self-branding
Branding own ingredient to differentiate its quality from

18. competitors
Works better when tweaking a minor attribute
e.g., Tide’s EverFresh scent
25
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Global Brands
Global brand
30% of revenues from other countries
Global strategies
Glocalization
Different names in different countries
“Manufacturer globally, brand locally”
Global brands
Same brand in all countries
More advantageous
e.g., Amazon.com and Amazon.co.uk
26
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Store Brands
Private label brands
Good for price-sensitive markets
Can be more of a “me-too” product offering
Can be premium private label
e.g., Walmart’s “Sam’s Choice”
Retailer can offer decent quality for lower prices due to reduced

19. advertising costs
Manufacturers are launching second labels to compete with
store brands
27
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Brand Equity
(slide 1 of 2)
Brand equity
The worth of a brand
Measurement approaches
Determining the price premium of brand
“How much are you willing to pay for gas at Shell?” vs.
“How much are you willing to pay at a local station?”
Comparing branded and unbranded
“How much do you like this $499 Sony flat screen with screen-
within-a-screen?” vs.
“How much do you like this $499 unknown brand flat screen
sharing the same features?”
28
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Brand Equity
(slide 2 of 2)
Measurement approaches (continued)
Interbrand: assess the value of a firm, subtract its physical and

20. financial assets
Brand contribution index varies by product category: high for
cologne, lower for retailers
29
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Discussion Questions #4
What do you think are the top U.S. brands?
What do you think are the top non-U.S. brands?
30
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Top Brands
31
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Managerial Recap
(slide 1 of 2)
Brands are promises to customers; they include names, logos,
colors, and fonts

21. Brands signal information to customers about predictability
Anticipated reliability and expected quality
Brands can command higher prices because they offset risk
32
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.
Managerial Recap
(slide 2 of 2)
Brand associations are cognitive and emotional
Companies can employ umbrella branding or house of brand
strategies
Brand valuation, the measure of the worth of brand, is important
to marketers
33
© 2018 Cengage Learning.® May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole
or in part.
7.