TITLE

Strategic Challenges for Branding

AUTHOR(S)
Farquhar, Peter H.
PUB. DATE
September 1994
SOURCE
Marketing Management;Fall94, Vol. 3 Issue 2, p8
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
History reveals three essential elements for building great brands: product availability in the distribution channels; top-of-mind awareness with customers; and protection against brand dilution. Brands that survive in the next century will be the ones that add value at the customer end of the supply chain. The brand must be a visible part of an overall solution that provides customers simple and safe choices; intermediate positions in the supply chain probably will not be sustainable. Only four strategies yield long-lasting positions: two focus on using product benefits and innovations and the other two focus on developing distribution relationships and alternate channels.
ACCESSION #
9411181692

 

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