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Article Review High School - Essay Example

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Summary to essay on topic "Article Review High School Essay"
Summary. This article addresses the issues of branding in terms of development and survival. Noting that even well-established brands can fail, it reviews those issues that contribute to brand demise, examines how companies can develop and sustain their branding, defines the repositioning a product, as well as addresses increasing the life expectancy of a particular brand…
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Download file "Article Review High School Essay" to see previous pages... The micro factors include all internal forces like customer satisfaction, the company's financial stability, and the way a product is positioned in the market by the organization. Beyond these, there are external forces at work including the political environment, general economic conditions, legal or regulatory changes,
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as well as the impact that increasing consumer environmental awareness is making on fuel sources and eco-friendly corporate practice. The author then moves into a section on the development and survival of brands, noting that the standard product life cycle, i.e., introduction, growth, maturity, and decline, are all applicable to a brand as well. The key to survival is adaptation, rejuvenation, innovation, or re-positioning. Adaptation, the author notes, is a long-term process and the article cites McDonalds as a prime example of a brand engaging in adaptation; recognizing cultural demands or health concerns, and tailoring product offerings by adapting to the new market trends. Rejuvenation is a dual-prong process, whereby innovation and repositioning are combined to give a brand a new start. Innovation, the article notes, need not be radical; it can be incremental with minor improvements accumulating over time to result in major differences in the products or services offered. ...Download file "Article Review High School Essay" to see next pagesRead More
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