Marketing Intelligence & Planning: Volume 14 Issue 7

Brand development versus new product development: towards a process model of extension decisions

Tim Ambler, Chris Styles

Considers the managerial processes that lead to the launch of successful line and brand extensions. Seeks to clarify the role, if any, that brand equity considerations have in the…

The measurement of cannibalization

Wendy Lomax

Notes that the risk of cannibalization is a very real threat for many new product launches and that the risk becomes even more significant if the new product is launched under the…

Dual branding: how corporate names add value

John Saunders, Fu Guoqun

The deference towards brands that motivated yesterday’s consumers to purchase is no longer so evident in today’s shopping environment. As consumers become more sophisticated in…

The death of brand deference: can brand management stop the rot?

Simon Knox

Describes how brand management is becoming a team‐based activity, undertaken by senior managers from different backgrounds. While this results in a more experienced team, there is…

Integrated brand building using brand taxonomies

Leslie de Chernatony

Brand managers face many challenges (including questions of brand strength, world class culture, “glocal” branding, seeded marketing channels, “service smart” integration, brand…

Re‐thinking brand management: the role of “brand chartering”

Chris Macrae

Brand managers face many challenges (including questions of brand strength, world class culture, “glocal” branding, seeded marketing channels, “service smart” integration, brand…