Advanced Search
MyIDEAS: Login to save this article or follow this journal

Earning the Right to Brand

Contents:

Author Info

  • David Court

    ()
    (McKinsey)

  • Anthony Freeling

    ()
    (McKinsey)

  • Mike George

    ()
    (McKinsey)

Registered author(s):

    Abstract

    There have been changes in scenarios in which firms compete - consumers are more and more sophisticated, media and distribution channels have multiplied - thus requiring companies to develop their marketing strategies differently. From a global perspective, for instance, creating, managing, and defending a brand is no longer exclusive role of manufacturers. Every player of the supply chain could have one. The concept of brand has not exhausted its ability to attract new customers. On the contrary, brand strategy is still a marketing corner stone. Everyone who aspires to gain part of the value generated from the distribution channel will always need brands, will need to know how to build them and will continue to do it in order to develop a relationship with the customer.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://webdepot.gsi.unimib.it/symphonya/RePec/pdf/symjournl3.pdf
    File Function: First version, 2001
    Download Restriction: no

    Bibliographic Info

    Article provided by University of Milano-Bicocca in its journal Symphonya. Emerging Issues in Management.

    Volume (Year): (2001)
    Issue (Month): 1 Brand Equity ()
    Pages:

    as in new window
    Handle: RePEc:sym:journl:3:y:2001:i:1

    Contact details of provider:
    Web page: http://www.unimib.it/symphonya

    Related research

    Keywords: Brand Strategies; Brand Management; New Media; New Distribution Channels; Global Management DOI:http://dx.doi.org/10.4468/2001.1.03court.freeling.george;

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:sym:journl:3:y:2001:i:1. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Niccolo Gordini).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.