Branding Decisions at Sylvania
Number of pages:
5
ABSTRACT:
A 5 page paper discussing how Sylvania.com has been able to use the six levels of meaning suggested by Kotler (1998) – attributes, benefits, values, culture, personality and user. Analysis of the six levels of meaning in conjunction with Sylvania’s website illustrates that the company likely is using all of the levels of meaning appropriate to the company and its business. Attempting to extend marketing effectiveness to all six levels of meaning no doubt would diminish the effectiveness of some, and negate the effectiveness of others. Bibliography lists 1 source.
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File: CC6_KSmktgBranding.rtf
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