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Essay Details:
Essay text:
Although it is not possible to come up with a new
branding which overrides, the values of the core brand, the message would have to be
toned down to something that is not biased towards kids, if it needs to succeed in a mall
environment. Some suggestions could be:
1. Branding the format, that can be replicated and recognizable.
2. Using catchy names such as Fire’ N Ice to capture the youth segment
3. Using the branding area to talk about Health Facts, History of the Brand and
Trivia which is captivating and induces trial.
Ground Level Activation and Promotion Plan
It is crucial to give the format a good start and a push in times of slow movement...
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