1、1800 英文单词， 1 万英文字符 ， 中文 3250 字 文献出处： Bellin, Howard. Branding and Marketing Channel Strategies: Some Effects on Channel PartnersJ. Journal of Marketing Channels, 2016, 23(4):255-257. Branding and Marketing Channel Strategies: Some Effects on Channel Partners Howard Bellin An organizations overall ma
2、rketing mix seeks to combine the traditional 4P elements of product, price, promotion, and place (or distribution) so that all elements interactively lead toward consistent product positioning for the target market and a competitive advantage for the marketer. These elements are not always properly
3、present and consistent in contemporary product or service marketing, thus placing the principal at a disadvantage. BRAND NAMES, PRODUCT POSITIONING, AND CHANNEL DESIGN Branding is not just an issue of promotion; as with all aspects of the marketing mix, distribution and branding may impact each othe
4、r. Indeed branding may be a powerful component of a distribution strategy. If properly utilized, it can be a significant factor in ensuring competitive advantage. For example, the Pet Rock phenomenon that started in the State of California (United States) is an excellent example of a worthless produ
5、ct being made worthwhile only and exclusively by its brand name. As examples of products with horribly tone-deaf brand names, there is an Australian ice-cream product called Golden Gaytime; a Ghanaian drink called Pee Cola; and perhaps one of the worst brand names of all, in the United Kingdom H. J.
6、 Heinz launched Beanz with Balls. Many other examples of brand names that do not travel well internationally are literally unprintable due to the sensibilities of readers in the United States and perhaps elsewhere. One wonders if these companies put the same effort into thinking of brand names that they did in developing their products. Rule number one is that if you are a global company, you had better find outbefore marketing the productwhat the brand name means in different languages as
