Marketing strategy and planning coursework Essay

Marketing strategy and planning coursework - Essay Example Barclaycard has been a success story of a creative media campaign saustained by a system of persistent vaslue creation. Branding is a strategic approach adopted by organizations to create favorable perceptions about products among consumers. Barclaycard too adopted such an approach with a series of products including its debit card and the credit card. However its subsequent success with the credit card came with the innovative brand value creating efforts of t of brand value management. Some hitherto unheard of concepts were adopted by its management in order to innovate, reorient, strategically position and redefine its then existing strategic branding techniques. An articulate strategy of brand value creation along with a customer loyalty management approach was adopted in response to competitors’ threat to its core business. It was around this time that the management of the company realized the relative significance of a strategic shift in its brand management and value creation approaches. Coupled with a mammoth advertising campaign, the company sought convincingly to introduce innovation, value for money and an individual value parmeter as the new dynamic concepts in a customer-oriented promotion campaign.