Answer & Explanation:
To determine the brand image goal, it is essential to identify the targeted market, segments first - who the brand serves and then conduct the market research to understand the demand, the tastes and preferences of the targeted customers.
Based on these information, we can use marketing mix to achieve the goal.
Product
If the brand has already chosen the sector to operate it, it should base on the market taste and demand to determine things related to the product, including: the functions, packaging, appearance, added value for customers, quality, and other supported services (such as warranty). These are information that customers usually consider when they make a purchasing decision. So that the brand should clarify the information about features of products, add benefits that the users can earn from the products.
Price
When determining the pricing strategy, the brand does not only consider the product price but also discounts policy, credit terms, etc. These would base on the position of the brand in the marketplace (in low price, premium or low-medium, etc. and providing high, low or medium quality products, etc.). This bases on the products the brand offers after considering the consumption habit, power of the targeted segments.
Place
Brand has to identify where the products are seen, distributed and purchased so as to approach the largest amount of potential customers. In the place strategy, the prioritized goal is to assure the products are accessible to the targeted customers. (For example, the brand can provide their products at convenient stores if this is the more preferred shopping places of targeted customers.)
Promotion
This refers to the activities to make the brand known more and attract more buyers, including types of advertisement, sponsorship, etc. There are two most common ways of promotion is promote directly the users or promote the distributors (the wholesalers) to import and sell the products of your brand.
People
The people strategy involves in the image of people participated in the brand such as staff, salesperson, other employees. This affects mainly the customer services - which would have considerable impact on the perception of customers about the brand. The people strategy can base on the image they want to target, for example to be basic, friendly or to make the customers feel the vibe of luxurious brand.
