Evaluating marketing opportunities1. How was the brand value created by Dairy Tilba? (5 points) In the context of evaluating marketing opportunities, brand value refers to the intangible aspects of a company that act as a major source of competitive advantage and benefit for both consumers and sellers. For example, strong brand equity enables consumers to make a quicker purchase decision-making process because information can be gathered quickly and alternatives are often not considered with equal weight. Healy confirms this by stating that “good brands create shortcuts in product choice” (p. 136). Brand value is created together with the components of the marketing mix. Each of the four components must promote a consistent message to achieve the desired success.1. Focal Point – By creating a point of recognition through means such as a logo or slogan, a company can convey the essence of what their brand stands for. For example, The Tilba Cheese Factory labels all products in a way that promotes a boutique, high-quality, special feel that not only separates the company from major competitors like Kraft and Coon, but also further promotes the boutique nature of the brand. Healy state symbols can be used to enable immediate recognition of a brand while revealing its character. (Healy page 129)2. Co-branding is a strategy that promotes two brands on a single product. This method is useful for credibility and the creation of new brands by associating an often important brand with a newer, less established brand. In reference to the Tilba Cheese case, the credibility and brand value of the ABC factory increased when it aligned with the established Menora Gourmet products of...... middle of paper ...... words are kept as basis for comparison. Healy confirms this by saying, “These measurements need to be taken continuously and compared to historical data to see which areas of marketing activity are becoming more efficient.” (Healy p. 184) In reference to Tilba Cheese, the company could use efficiency measures to determine whether production levels produce the same levels of waste as previous periods; if the data determines that more waste is being produced, further action can be taken to identify the specific problem. In conclusion, evaluation measures provide highly effective methods for identifying which components of a company work best and which areas will need to be examined to increase performance. The main advantage of effectively defined measures is that problems can be identified early to avoid suffering for businesses.