chapter  3
4 Pages

Branding and the Marketing Mix

For television marketing executives, the “product” can be a network, a station, a program, or even a feature. This can be a tricky branding situation because these products can overlap so that one product is perceived as a distributor of another product. The reputation of a distributor can send a message about one or more of the branded products it makes available to consumers. For instance, what if Tiffany jewelry products were made available at all K-Marts? What if Winston cigarette products were added to the menu at McDonalds?