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References (5)
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L. Chernatony, G. McWilliam (1989)
The varying nature of brands as assets : theory and practice comparedInternational Journal of Advertising, 8
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L. Chernatony (1991)
Facilitating consumer choice decisions : the importance of branding cuesBritish Food Journal, 93
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J. Howard (1989)
Consumer Behavior In Marketing Strategy -
L. Chernatony, G. McWilliam (1990)
Appreciating Brands as Assets Through Using a Two-Dimensional ModelInternational Journal of Advertising, 9
-
10.1080/0267257X.1989.9964089
- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0263-4503
- DOI
- 10.1108/EUM0000000001095
- Publisher site
- See Article on Publisher Site
Abstract
A framework is presented to audit the five factors influencingbrand success. The factors reviewed include the manufacturer,distributor, consumer, competitor and the wider marketing environment.To adopt an offensive brand distribution strategy this audit forms aninput to evaluating how well matched are each of the firms brands witheach distributor. By considering a matrix of brand strengths versusdistributor attractiveness, brand investment programmes can beprioritised. It is concluded that by adopting a strategic perspective tobranding, rather than the more nave views of branding as design,naming or promotion, strategies to sustain the differential advantagevalued by consumers should enhance the potential for brand success.
Journal
Marketing Intelligence & Planning – Emerald Publishing
Published: Jul 1, 1990