In recent years there has been more of a shift towards more branding and advertising as opposed to focusing on product development, resulting in some companies having strong advertising campaigns coupled with a non-successful product.
These observations lead to an important marketing theorem: Successful brands are built on successful products.
The belief is that without great products, great brands could neither not exist nor withstand the competitive market. In a short paper, answer the following questions pertaining to the theorem.
- Do you agree or disagree (partially or completely) with the theorem that successful brands are built on successful products? Why or why not?
- Provide examples of brands and their products that a) prove the theorem and b) disprove the theorem. Explain your reasoning.
- Why do so many companies appear fixated on branding rather than on ultimately developing successful products? In real terms, how would you as a marketing executive balance these two marketing forces?
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