Marketing strategies and their impact on brand strenght

Abstract

Marketing strategies direct company activity toward achieving the set marketing goals in target markets via specific campaigns. Campaign design implies the strategy itself, where it is crucial to define what will be conveyed to the target audiences and in what way, as well as 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 customers to take action or buy a promoted product. Due to differences in perception, campaigns are sometimes not understood as intended, which results in unexpected outcomes. This paper presents an analysis of three marketing strategies for particular products of three different companies: Dove, Tesla, Inc. and Juicy Couture, resulting in different outcomes, impacts on the brand and economic values in terms of company status.