Planning: Early Development StageCharacteristics:
Brand Strategy:For firms developing a new product form this stage is primarily concerned with market research. This stage matches the Concept Development and Testing step for New Product Development. Customers and distribution partners are only involved to aid in information gathering often through focus group research. Because the product form is still in early development the marketer has yet to determine whether the company will move forward with a full product launch.
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Planning with the PLCMore ResourcesKnowThis: Marketing Basics Book396 pages - Only $25
Samples of Marketing TutorialsApproaches to Branding Branding approaches include the following:Individual Product Branding – Under this branding approach new products are assigned new names with no obvious connection to existing brands offered by the company. Under individual product branding the marketing organization must work hard to establish the brand in the market since it cannot ride |


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