Brand equity Essay Examples

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brand equity and visibility because it is a start-up company. Alima Pharmacy is a newly formed company and will, therefore, need more time to establish its brand in the market. While it endeavors to undertake an aggressive marketing strategy, it may need up to a year or more to develop the necessary capacity to overcome competitive pressures from established industry players especially hospitals and large pharmaceutical companies operating in its vicinity (Watkins, 2009). Moreover, since the majority of Alima Pharmacy’s target consumers are not aware of its existence, they might be skeptical of the quality of its products and services. The company will conduct extensive marketing campaigns aimed at...

brand equity to other parent brands. These products include BMW 325 and the Oracle Database 11G. The right name for the product is the one that will reinforce the company and the position of the brand (Elliot, 2009). An invented name would sell through approval though the name needs a big budget to market for it to work successfully. For the success of a new product, one has to develop a commodity with the desirable name. It has to be unique in the market in which it is new and should have its features communicated to the consumers for support. New products may fail if there is no differentiating advantage over other products. Poor planning and timing would also be a reason for a new product...