Firms’ Promotional Efforts

Gary L. Frazier ()

Chapter 5 in Marketing and Channel Management for Low Brand Equity Firms, 2026, pp 67-82 from Springer

Abstract: Abstract The focus of this chapter is on how firms can properly communicate brand positioning and value propositions to targeted customers. Firms with low brand equity must place brand content in industry-specific directories, specialized publications, and social media. Relying on the right online influencers is a necessity. Additionally, to further promote brand awareness, they must sell their branded goods on prominent, independent online sites, send frequent emails and texts to targeted customers, and use online “click-ads.” Devoting all possible resources to the pull strategy is important as well.

Date: 2026
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DOI: 10.1007/978-3-032-19112-0_5

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