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Branding and Core Business Growth

In this chapter, we will address the following questions:

  • 1. What is a brand, and how does branding work? (Page 146)
  • 2. What is brand equity, and how is it built, measured, and managed? (Page 147)
  • 3. What are the important decisions in developing a branding strategy? (Page 153)
  • 4. Why is it important for companies to grow the core of their business? (Page 157)

Marketing Management at Gatorade

Gatorade was first developed by researchers at the University of Florida to help the school’s athletes cope with the hot, humid climate. Its success in pioneering the sports drink category led PepsiCo to acquire its parent company in 2001 and invest in further growth. But when sales declined by $1 billion from 2007 to 2010, PepsiCo decided a change was needed. Gatorades marketers returned the brand to its roots to focus more on athletes. They repackaged and reformulated three product lines for pre-, during-, and post-workout consumption, targeting three different markets. The G Series line aimed at “performance” athletes active in school or recreational sports; the G Series Fit line targeted 18- to 34-year-olds who exercised three to four times a week; and the G Series Pro line targeted professional athletes. Gatorades advertising tagline, “Win From Within,” reflected the new brand strategy, and the communication budget included a 30 percent digital component.1

Strategic brand management combines the design and implementation of marketing activities and programs to build, measure, and manage brands to maximize their value. It has four main steps: (1) identifying and establishing brand positioning, (2) planning and implementing brand marketing, (3) measuring and interpreting brand performance, and (4) growing and sustaining brand value.2 In this chapter, we discuss branding, brand equity, brand strategy, and growing the core business.

 
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