The Conceptual Framework For Brands In Transition

Gary Szenderski

The author looks at the concept of 'brands in transition' and develops the theory that brands can stay ahead by managing 'change' through four stages: market mapping, internalising, conceptualising and actualising.

The Conceptual Framework For Brands In Transition

You can get there from here

Gary Szenderski, Szenderski/Rohani Worldwide

If your company is not experiencing any changes or initiating some modifications to its brand strategy, it will. If your company is already transitioning, you know then the enormous pressure it puts on management and owners to protect the brand franchise. Whether you are starting up anew, spinning off a division, adding a line or brand extension, preparing new product formulations, targeting new markets, countries or even going public, the way you navigate through that transition can dramatically effect your brand and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands