Open AccessMarketing strategies and their impact on brand strenght
Author(s) -
Ian R. Premec,
Marina Guzovski
Publication year - 2021
Publication title -
zbornik sveučilišta libertas
Language(s) - English
Resource type - Journals
eISSN - 2584-5055
pISSN - 2584-6167
DOI - 10.46672/zsl.6.6.2
Subject(s) - marketing , business , product (mathematics) , perception , action (physics) , value (mathematics) , set (abstract data type) , advertising , spark (programming language) , marketing strategy , psychology , computer science , physics , geometry , mathematics , quantum mechanics , neuroscience , machine learning , programming language
Marketing strategies direct company activity toward achieving the set marketing goals intarget markets via specific campaigns. Campaign design implies the strategy itself, whereit is crucial to define what will be conveyed to the target audiences and in what way, as wellas how the effects of the campaign will be measured. Successful marketing strategies, emphasizing value and benefits, call the attention and spark the interest of potential customersto take action or buy a promoted product. Due to differences in perception, campaigns aresometimes not understood as intended, which results in unexpected outcomes. This paperpresents an analysis of three marketing strategies for particular products of three differentcompanies: Dove, Tesla, Inc. and Juicy Couture, resulting in different outcomes, impactson the brand and economic values in terms of company status.