Subject category:
Marketing
Published by:
China Europe International Business School
Length: 18 pages
Data source: Generalised experience
Abstract
Bayer''s Makrolon (R) is absolutely the best-known polycarbonate in the market place in Europe. It now has a brand awareness of 31%. This case describes Bayer''s Ingredient branding strategy for Makrolon in Europe. We focus on the rise of Makrolon and broach the issue of developing this strategy for the future. In the end, awareness is not everything. Does branding pay off? What are the conditions that determine the benefit Bayer can achieve with Makrolon? All these questions are existential successful management of the Makrolon brand.
Subject category:
Marketing
Published by:
China Europe International Business School
Length: 7 pages
Data source: Generalised experience
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Abstract
Bayer''s Makrolon (R) is absolutely the best-known polycarbonate in the market place in Europe. It now has a brand awareness of 31%. This case describes Bayer''s Ingredient branding strategy for Makrolon in Europe. We focus on the rise of Makrolon and broach the issue of developing this strategy for the future. In the end, awareness is not everything. Does branding pay off? What are the conditions that determine the benefit Bayer can achieve with Makrolon? All these questions are existential successful management of the Makrolon brand.
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Subject category:
Marketing
Published by:
China Europe International Business School
Length: 7 pages
Data source: Generalised experience