Vol. 3, Issue 2 (2018)
A study of linkages of branding with other components of marketing mix: A critical analysis
Author(s): Dr. Sanjeev Sharma
Abstract: As a strategy, branding cannot be disassociated from other components of marketing mix. It is an imperative concept in modern marketing and academically it is referred to as the set of controllable tools that the firm blends to produce the response it wants in the target market. So it consists of everything the firm can do to influence the demand for its product. This paper analyses linkages of branding with other components of marketing mix. The study advocate that strong positioning plan must include market segmentation, target segment, expectation of the target consumer and its value, developing a product or service which caters to its needs, evaluation of customer perception and selecting image for the product which matches aspirations of the targeted customers.