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Marketing established brands

Marketing established brands Examines the enormous marketing and financial opportunities forprofitable growth through better marketing of established brands. Arguesthat the key to success is for core brands to be treated as if they werenew products or as if they were acquisition opportunities. Discusses thedistinction between new products and core products. Identifies fivesuccessful marketing strategies. Concludes that changing thinking aboutbrand names will generate increased motivation among marketing andagency personnel. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Marketing established brands

Journal of Consumer Marketing , Volume 8 (4): 7 – Apr 1, 1991

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769110035108
Publisher site
See Article on Publisher Site

Abstract

Examines the enormous marketing and financial opportunities forprofitable growth through better marketing of established brands. Arguesthat the key to success is for core brands to be treated as if they werenew products or as if they were acquisition opportunities. Discusses thedistinction between new products and core products. Identifies fivesuccessful marketing strategies. Concludes that changing thinking aboutbrand names will generate increased motivation among marketing andagency personnel.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Apr 1, 1991

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