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Developing New Brands

In: Branding: A Key Marketing Tool

Author

Listed:
  • Tom Blackett
  • Graham Denton

Abstract

We live in a dynamic and rapidly changing world. Increased leisure time, more ‘working mothers’, cheaper travel and the explosion of mass communications have all caused consumers to re-examine their life-styles and aspirations and thus have created new patterns of demand. So now, more than ever before, companies need successful new products: to replace the volume and profits from established products either under attack from competitors, or nearing the end of their life-cycles; to develop their business by seizing fresh opportunities to satisfy consumer demand.

Suggested Citation

  • Tom Blackett & Graham Denton, 1987. "Developing New Brands," Palgrave Macmillan Books, in: John M. Murphy (ed.), Branding: A Key Marketing Tool, chapter 7, pages 73-85, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-08280-3_7
    DOI: 10.1007/978-1-349-08280-3_7
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