Abstract:
We have a problem: Due to the shortening average lives of products and the fast growing variety of products in the marketplace, the cash flow from an increasing number of (manufacturer-owned), branded products is no longer able to either cover their current marketing cost or to recoup the front-end investment in them. The solution for brand owners is to reverse the relationship between their brands and their products: No longer should a brand be a function of a product, rather, products must now be managed as functions of a brand. What makes this solution realisable is that with a brand you can do anything you like. Almost.
This could also be of interest:
Research Papers
Local brands, global brands
Catalogue: Seminar 1998: Adding Transparency To Brand Management
Author: Catherine Becker
Company: SORGEM IMR
June 15, 1998
Videos
Brands Connect: Introduction
Catalogue: Brands Connect Series
Authors: Begonia Fafian, Joaquim Bretcha
Companies: The Coca-Cola Company , Netquest
September 14, 2020
Videos
Brands Connect: Episode 2
Catalogue: Brands Connect Series
Authors: Begonia Fafian, Martyn Crook
Companies: The Coca-Cola Company , United Healthcare
October 2, 2020
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