CHAPTER 4

Building and Activating Your Brand

I would like to be remembered, if I am remembered at all, as being a catalyst for change in the world, change for good.

—Rupert Murdoch (1931–present), Australian-born American media mogul.

Main points in this chapter

  • Building and positioning a powerful and purpose-driven brand
  • From planning to execution: developing the marketing mix
  • Marketing analytics: measure, test, learn, optimize

Building and Positioning a Powerful and Purpose-Driven Brand

As we’ve discussed thus far, successful market entry strategies are based on numerous factors, including existing market size, competition, and the comparable strengths and uniqueness of the market entrant’s product or service offering. Moreover, for many ...

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