Strategic Challenges for Branding

Farquhar, Peter H.
September 1994
Marketing Management;Fall94, Vol. 3 Issue 2, p8
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.


Related Articles

  • Brand alignment across channels. JONES, GLENDA SHASHO // Multichannel Merchant (Penton Media, Inc.);Feb2011, Vol. 7 Issue 1, p28 

    The article discusses things that marketers need to consider when cross-branding. These include adequately educating employees to ensure understanding, constant communication within the organization to ensure access to critical marketing information and development of the appropriate...

  • Battle of tho Brands. Dupré, Elyse // Direct Marketing News;Oct2013, Vol. 35 Issue 10, p42 

    The article offers information on the marketing strategies of candy brands M&M's and Reese's. According to Peter Kang of digital agency Digital Kitchen, Reese's uses earthy color palette which keeps the visual language recognizable and consistent across channels, while M&M's uses colorful...

  • The key to generating interest. FAZEKAS, DAVID // Smart Business Philadelphia;May2013, Vol. 7 Issue 9, p7 

    The article discusses the marketing strategy that can help business enterprises to engage customers. It reflects on the importance of creating brand awareness among the customers so that the customers can get the complete information about the product and also mentions the ways for developing...

  • Yeni Ãœrünlerde Markalama Stratejilerinin Önemi, Seçimi ve DeÄŸerlendirilmesi. Gülçubuk, Ali // Journal of Accounting & Finance;Oct2009, Issue 44, p190 

    Introduction of new products to the market by only packaging and labeling is not sufficient for trademark managements and success. Brand name of the product should also be distinctively perceived by the consumer. Increasing awareness of the brand name and preference for the brand also gain...

  • Polo. Clark, Nicola // Marketing (00253650);3/1/2006, p20 

    The article analyzes Nestlé Corp.'s marketing strategy for its mint product Polo. While chewing gum sales are on the rise, sucking on a mint is perceived to be old-fashioned, leaving Polo with a floundering brand positioning in a weak market. The brand is operating in a declining market with...

  • Refresh everything: PepsiCo's own slogan becomes its marketing plan. Taylor, Dave // Central Penn Business Journal;4/10/2009, Vol. 25 Issue 15, p11 

    The article offers information on the significance of the introduction of PepsiCo Inc.'s logo and slogan "Refresh everything" in Pennsylvania. It states that the brand name-less and slogan-less billboard campaign is of particular note, where the new Pepsi logo mark, which resembles a smiling...

  • Brand and Goodwill: Can They Both Exist with Trademark Protection? Eller, Dan; Loving, Bill // Annual International Conference on Journalism & Mass Communicati;2014, p236 

    A brand according to Magid, Cox, and Cox (2006, p. 1) "refers to the variety of marketing techniques that integrate trademarks with a business strategy to create a unique image for the general public." The development, promotion, and maintenance of brands for products and services may create...

  • Multi-channel Marketing Provides Many Roads to Business Success. Stevens, Tina // BusinessWest;8/6/2007, Vol. 24 Issue 6, p38 

    The article discusses the importance of maximizing marketing channels to ensure business growth and profitability. He believes that every business is marketing and is operating in a multi-channel environment. An overview of marketing channels, which includes retail, catalog and Internet for...

  • CUSTOMER PERCEPTION REGARDING BRANDED JEWELLERY. WALIA, KARAN; KAUR, INDERPREET; KAUR, GURJEET // Asian Journal of Research in Marketing;Apr2013, Vol. 2 Issue 2, p17 

    Recent times have seen larger brands witnessing an upward swing mainly due to factors such as increasing consumer sophistication, diminishing investment-driven purchases, alternative retail channels and competition from other luxury products. Responding to the changing trends, India's small,...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics