Frame of Reference

In his Ted Talk presentation, "Life Lessons From an Ad Man," Rory Sutherland addresses the concept of frame of reference marketing with the assertion that ads can add value to a product by changing consumers perception of that product instead of changing the product itself. He argues that this strategy can save marketers and brand …

Brand Strategies in Business, Service and Technology Markets

The following will be a comparison and contrast of brand strategies for business markets, service branding, and technology markets. The respective business strategies discussed are brand superiority, internal marketing, and company branding. Business markets include brands that sell to other businesses and organizations such as firms, institutions, and government entities (Tybout & Calkins, 2005). Brand …