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Auditing the Factors Influencing Brand Success

Auditing the Factors Influencing Brand Success 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Auditing the Factors Influencing Brand Success

Marketing Intelligence & Planning , Volume 8 (7): 5 – Jul 1, 1990

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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 & PlanningEmerald Publishing

Published: Jul 1, 1990

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