Building successful brands: The strategic options

Abstract

The debate on whether to include brands on the balance sheet has created a new interest in branding strategies. Successful brands clearly generate higher returns on sales and on investment. But quality and service, rather than advertising, is the best way of creating such brands. Acquisition strategies frequently produce inconsistent portfolios of brands. The policy towards brand extension is shown to depend upon the similarity of positioning strategies between current and new brands.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 226 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.