TITLE

Beat the brand squeeze

AUTHOR(S)
Lincoln, Keith
PUB. DATE
June 2006
SOURCE
Brand Strategy;Jun2006, Issue 203, p30
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses how brands can stay afloat under the attack from retailers, consumer attitude and the changing role of the media. Consumers have changed into shoppers, they are no longer the easily controllable customers who used to passively listens to mass communication. It is important to the brands to address the source of retail power. Brands must start to think of retail proactively to make cooperation a reality.
ACCESSION #
21332063

 

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