Brand management: Brand management

 

A leading professor of marketing argues that not enough attention is paid to the training of marketing professionals by those in top managements, including marketing managements. Marketing is the only ...

Generic product category groups give opportunities for strategic market development. One of the most common objective of this focus is to achieve a competitive advantage over 'within class' rivals. Fi ...

Branding is an inevitable reality of marketing personnel and increasingly more brands are created to be viable in an international context. When crossing borders, a question remains: whether to promot ...

The content and intent of this paper are to propose and expose a structural model designed to help marketers and managers to clarify the logic lying behind a portfolio of brands, to fully understand t ...

This paper summarizes the development of a new method of developing, building and maintaining brands, starting first with a brief description of how brand managers have typically operated in terms of ...

In today's complex and changing world models that can help guide marketing processes and thinking are extremely valuable. In this paper the application of a recently developed model to the management ...

Discusses the evolution towards `customer-centred' marketing and communication - the trend to continuous customer development and dialogue. It is argued that this does not fit well with current brand ...

The theme of the conference is managing brands in the midst of rapid change. The brand manager has an increasingly difficult and complex task, for reasons summarised.

Argues that increasing the broad popularity of a brand is usually more effective than targeting to narrow segments of the population.

A common theme across international markets is increasing brand competitiveness. The share wars between giant global brands, such as Coke and Pepsi, are well-publicised but, in all markets, researcher ...

Reviews the methods used to determine how a brand is positioned within a category and measure the effectiveness of this positioning. The study emphasises the limitations of current methods, and recomm ...

We are living in times of great change, often with apparent contradiction in the way these changes are likely to affect consumers and their lives. In order to positively leverage these changes in the ...

This case study illustrates the use of consumer panel research in making strategic decisions on product portfolio design and management in the toothpaste category at Colgate Palmolive, India. The pape ...

Recent debate about brands as assets which should figure on balance sheets has tended to be seen as the business of finance directors in takeover situations, of little concern to the marketing managem ...

Brand extension, umbrella branding, and acquisition give firms an increasingly complex portfolio of brands. This study shows how firms deploy them. After examining the brands of major grocery produc ...

Marketers can capitalise on the assets in their brands more fully by recognising their constituent parts and making their brands' strategic direction more explicit. A strategic typology for brands is ...

The article discusses the challenge of managing European brands, as the 1992 single market approaches, with particular reference to the detergents market (the author is detergents co-ordinator at Unil ...