TITLE

MIX AND MATCH

AUTHOR(S)
Slater, Stanley F.; Olson, Eric M.
PUB. DATE
July 2006
SOURCE
Marketing Management;Jul/Aug2006, Vol. 15 Issue 4, p32
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article focuses on brand execution as an essential component of strategic brand management. While companies view strategic brand management as important, the authors argue that few companies adequately execute their brand strategy and constantly monitor brand performance. The article focuses on the success of Proctor and Gamble at managing 300 brands in over 160 companies. The authors argue that brand planning should be "global," yet brand execution should be "local;" they point to Anheuser-Busch's success with the Mexican-American market in Texas as an example of this. The authors discuss L'Oréal Paris' successful use of the Canadian Idol television program to expand the brand in the Canadian market.
ACCESSION #
21903588

 

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