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The Opportunity for World Brands

In: Branding: A Key Marketing Tool

Author

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  • Steve Winram

Abstract

Tables 10.1 and 10.2 demonstrate a truly remarkable fact. They show that brands — those complex mixtures of product and consumer appeal — are not only capable of surviving for extraordinarily long periods, but that they have also been capable of maintaining their market position throughout sixty years of competition and development. We shall be examining the forces and strategies that lie behind the successes of these brands and the way in which these strategies must evolve in the future to deal with the marketing developments of the next decade.

Suggested Citation

  • Steve Winram, 1992. "The Opportunity for World Brands," Palgrave Macmillan Books, in: John M. Murphy (ed.), Branding: A Key Marketing Tool, edition 0, chapter 10, pages 104-115, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-12628-6_10
    DOI: 10.1007/978-1-349-12628-6_10
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