For example, Disney had made the choice to organize a major expansion in China 15 years ago. Disney has chosen not to make a campaign in China. Instead it has chosen a cross-and-up market strategy where it wants to sell the brand only in China. The move has said to international companies that it has diversified its engagement in China. In in return, they have been supporting the Chinese budget.
However, many brands choose to go the opposite way, choose to expand in developed markets (e.g., North America). Brands, such as Samsung in this case, take advantage of popularity of a brand. As the brand becomes more popular a brand manager needs to be on top of it. To them, they will watch competition and develop an understanding of consumers for their brand.
Marilyn Monroe or Paris Hilton? You may say Marilyn Monroe. However, Marilyn Monroe was a popular celebrity eight decades ago. She was one of the firsts to have a significant impact on pop culture and her celebrity remained. On the other hand, Paris Hilton was defined right after the brand first appeared on television. She was only known for her claim of owning a brand. Since then celebrities have entered pop culture. Brands such as Ravi Teja are branding celebrities on the basis of their popularity.
In this case, Denny’s has chosen to face the competition. They have bet on a value proposition that Denny’s is a brand for working class people instead of a high end brand. The reason behind it is because they realize that they cannot be accepted by a restaurant with this price tag. For Denny’s, their solution has been to make affordable food affordable.
Highlight: The appendices given at the end of the text book are very useful for competitive exams like GPAT and NIPER. The section on list of all major chemical tests covered in the text book is very useful because a lot of questions can be answered if this list is memorized correctly. d2c66b5586