Tools to keep brands on the market

Doval, E and Doval, O (2010): Tools to keep brands on the market. Published in: the Proceedings of the 34th ARA Congress (American-Romanian Academy of Arts and Science, USA) , Vol. ISBN 9, No. Ecole Polytechnique de Montreal (15 May 2010): pp. 228-231.

Abstract

Brand purpose is to increase shareholders’ wealth and making profit. Considering the organizations economic environment changes and the fall of the most markets, the paper is focused on the general forces impeding the brand development and on finding some tools to strengthen the brands.

• Item Type: MPRA Paper
• Language: English
• Keywords: marketing strategy; brand’s vision; brand management
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M1 - Business Administration > M19 - Other

References

[1] Collins, J. and Porras, J., Built to last, Century Business, London, 1996.

[2] Daye, D., Seven Critical Factors Of Brand Strategy Success in Branding strategy insider, March 02, 2010. http://www.brandingstrategyinsider.com/.

[3] Daye, D., The Challenge and Opportunity of a Reduced Research Budget, in Branding strategy insider, Feb.11, 2010, http://www.brandingstrategyinsider.com/.

[4] de Chernatony, L and McDonald, M., Creating powerful brands in consumer, service and industrial markets (2nd edn), Oxford, Butteworth-Heinemann, 1998.

[5] Lake, L., What is Branding and How Important is it to Your Marketing Strategy?, About.com, 2010.

[6] Lindstrom, M., Five Steps to Online Trust for Your Brand, ClickZ, March 18, 2003.

[7] Macrae, C., An invitation for MENET96 to contribute to the “brand learning organization”, Journal of Brand Management, Vol.3, No.4, 1996, pp.226-40.

[8] Phillips, C., Branding From the Inside Out: How to Approach Brand Strategy, Brand Measurement and the Management of Brands as Assets, in Brand amplitude LLC, 2005, pp 2-3.

[9] Reynolds, T and Gutman, J., Laddering theory, method, analysis and interpretation, Journal of Advertizing Research, Vol.28, February/March, 1988, pp.11-31.

[10] Ritchie, J. Creating a value driven vision for a national treasure, Tourism marketing, Vol. 20, No.3, 1999, pp.273-282.

[11] Tillinghast, T. Branding Gone Bad, ClickZ, August 24, 2001.

[12] VanAuken, B., What Is A Global Brand? in Branding strategy insider, February 19, 2010, http://www. brandingstrategyinsider. com/.

[13] VanAuken, B, Legal Influence And Marketing Decisions, February 2, 2010, http://www. brandingstrategyinsider. com/.

[14] Van Gelder, S., Global brand strategy, Kogan Page, 2003, p.5.

[15] White, S., Branding: Key Strategy in the Age of Parity, internet doc.