Building successful brands: The strategic options
- 1 January 1989
- journal article
- research article
- Published by Taylor & Francis in Journal of Marketing Management
- Vol. 5 (1) , 77-95
- https://doi.org/10.1080/0267257x.1989.9964089
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.Keywords
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