The brand challenge
Article Abstract:
A global brand is a brand that is marketed under the same name in multiple countries with similar and centrally coordinated marketing strategies. A number of companies have engaged in brand pruning efforts with the aim of reducing brand portfolios to manageable sizes.
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2004
Market Targeting & Approach, Brand choice, Market strategy
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2004
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Staying out of trouble with innovation
Article Abstract:
Creating high value without capturing a fair price in return disrupts the market and stimulates price competition. Price competition leads to an initial migration of customers away from the branded alternatives.
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2004
Market segmentation, Price control, Price regulations
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2004
User Contributions:
Comment about this article or add new information about this topic:
Subjects list: Evaluation, Marketing management
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