Asset-Led Marketing

A marketing strategy in which the attributes of the product (the asset) are used to market the product. Types of attributes can include the brand name and the image associated with the brand. An asset-led marketing strategy asks “How can we use the strengths of the business to satisfy consumer needs?” Business strengths can include core competencies, brand image, and global distribution. This strategy can be used concurrently with a market-led marketing strategy.

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