Year: 1989
Type: article
Abstract: This paper is concerned with clarifying how brand strategies can be developed. By reviewing the evolution and rationale for manufacturer and distributor brands, it enables marketers to consider which branding route is most appropriate. Criteria to decide between being a manufacturer's brand or supplying distributor brands are addressed. To follow either of these routes the organisation must clarify its understanding of the brand asset and four broad interpretations are discussed. There would appear to be two key componenets characterising brands and through the use of a two dimensional matrix, a method to identify the type of brand and guide brand strategy development is presented.
Source: Journal of Marketing Management
Authors: Leslie de Chernatony, Gil McWilliam
Institution: Cranfield University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2136170645