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.
Research Papers
Unravelling the advertising response function
Catalogue: ESOMAR Congress 1988
Author: Michael F. Cramphorn
 
September 1, 1988
Research Papers
How others see us
Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Robert M. Worcester
 
March 1, 1979
Research Papers
Strategic and structural implications in managing European brand development
Catalogue: Seminar 1994: Building Successful Brands
Author: William Ramsay
 
June 15, 1994
