Building Successful Brands: The Strategic Options
Peter Doyle
(Professor of Marketing and Strategic Management at the University of Warwick)
9235
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
Citation
Doyle, P. (1990), "Building Successful Brands: The Strategic Options", Journal of Consumer Marketing, Vol. 7 No. 2, pp. 5-20. https://doi.org/10.1108/EUM0000000002572
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited