Can Habitat and Chelsea score with their names? UK icons’ uphill struggle for bigger market share

Abstract

Purpose

To emphasize the importance of branding and the dangers in misunderstanding the consumers’ attitude towards brands.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The days are long gone when brands were merely names given to products so you could tell them apart from others. So long ago, in fact, that we're already living in an age when the brand is often more important than the product itself. Brand recognition, brand awareness, brand extension are all issues which play their own particular, but all‐important, roles in today's businesses.

Originality/value

To understand how brands become part of a culture, to utilize the implications of this and to take it into account when marketing products.

Citation

(2005), "Can Habitat and Chelsea score with their names? UK icons’ uphill struggle for bigger market share", Strategic Direction, Vol. 21 No. 2, pp. 27-29. https://doi.org/10.1108/02580540510576705