Title: Dynamics of brand G-Force in developing market strategy

Authors: Rajagopal

Addresses: Graduate School of Administration and Management (EGADE), Monterrey Institute of Technology and Higher Education, ITESM, 222 Calle del Puente, Col. Ejidos de Huipulco, Tlalpan, 14380 DF, Mexico

Abstract: Brand gravity is determined by the consumer pull in the suburban markets for competitive products. This paper discusses various ways to position brands in different market segments within urban areas and develop strategies to enhance the performance of brands by determining suitability of brand-market nexus, building strategies to increase brand sales and planning towards brand reengineering. It is argued in the paper that brand power would be higher if appropriately architected and positioned in the marketplace to drive consumer pull as a gravity factor. Higher brand gravity could help companies determine which products to develop, which strategies to be developed to sell them in, and how to advertise them.

Keywords: urban markets; consumer behaviour; market segmentation; brand performance; brand value; brand association; brand image; corporate reputation; mass market; brand preference; brand positioning; brand sales; brand reengineering; market strategy.

DOI: 10.1504/IJBEX.2010.035441

International Journal of Business Excellence, 2010 Vol.3 No.4, pp.383 - 396

Published online: 30 Sep 2010 *

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