Evaluate Marketing Opportunities1. How was the brand value created by Fromagerie Tilba? (5 points) In the context of evaluating marketing opportunities, brand equity refers to the intangible aspects of a business that act as a major source of competitive advantage and benefit to consumers and sellers . For example, strong brand equity allows consumers to speed up the purchasing decision process because information can be gathered quickly, and alternatives will often not be considered with the same weighting. Healy confirms this by stating that “good brands create shortcuts in product selection” (p. 136). Brand value is created in conjunction with the components of the marketing mix. Each of the four components must promote a consistent message in order to achieve the desired success.1. Focal Point – By creating a point of recognition through means such as a logo or slogan, a business can convey the essence of what its brand stands for. For example, Tilba Cheese Factory labels all products in a way that promotes a boutique, high-quality, specialty feel that not only separates the company from major competitors such as Kraft and Coon, but also promotes the boutique character of the brand. Healy State Symbols can be used to enable instant recognition of a brand, whilst revealing its character. (Healy p. 129)2. Co-branding is a strategy that promotes two brands on a single product. This method is useful for credibility and the establishment of new brands by associating an often prominent brand with a newer, less established brand. In reference to the Tilba Cheese case, the credibility and brand value of the ABC factory was increased when it aligned itself with the established model of Menora Gourmet Products...... middle of paper . ..... the words are kept as a basis for comparison. Healy confirms this, saying: “These measurements should be taken continuously and compared to historical data to see which areas of marketing activity are becoming more effective. " (Healy p. 184) In reference to Tilba Cheese, the company could use efficiency measures to determine if production levels are producing the same levels of waste as previous periods, if the data determines that more waste is being products, additional measures may be taken. to identify the specific problem. In conclusion, evaluation metrics provide highly effective methods for identifying the highest performing components of a business and the areas that will need to be examined in order to increase performance. The main advantage of effective measures is that problems can be identified early on to avoid suffering for the company..