Building Successful Brands: The Strategic Options
- 1 February 1990
- journal article
- research article
- Published by Emerald Publishing in Journal of Consumer Marketing
- Vol. 7 (2) , 5-20
- https://doi.org/10.1108/eum0000000002572
Abstract
Examines branding strategies in the light of the debate about whether brands should be included on balance sheets. Discusses the factors involved in the creation of successful brands and how brands work. Concludes that there are four levers for developing successful brands: quality, service, innovation, and differentiation, and that the danger of including brands in balance sheets is that it leads to weaker rather than stronger branding strategies.Keywords
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