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.
Marketing Intelligence & Planning – Emerald Publishing
Published: Jul 1, 1990