Earning the Right to Brand
There have been changes in scenarios in which firms compete - consumers are more and more sophisticated, media and distribution channels have multiplied – thus requiring companies to develop their marketing strategies differently. From a global perspective, for instance, creating, managing, and def...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Niccolò Cusano University-Rome
2001-06-01
|
| Series: | Symphonya |
| Subjects: | |
| Online Access: | https://symphonya.unicusano.it/index.php/sym/article/view/9115 |
| _version_ | 1819284538414596096 |
|---|---|
| author | David Court Anthony Freeling Mike George |
| author_facet | David Court Anthony Freeling Mike George |
| author_sort | David Court |
| collection | DOAJ |
| description | There have been changes in scenarios in which firms compete - consumers are more and more sophisticated, media and distribution channels have multiplied – thus requiring companies to develop their marketing strategies differently.
From a global perspective, for instance, creating, managing, and defending a brand is no longer exclusive role of manufacturers. Every player of the supply chain could have one.
The concept of brand has not exhausted its ability to attract new customers. On the contrary, brand strategy is still a marketing corner stone. Everyone who aspires to gain part of the value generated from the distribution channel will
always need brands, will need to know how to build them and will continue to do it in order to develop a relationship with the customer. |
| first_indexed | 2024-12-24T01:48:58Z |
| format | Article |
| id | doaj.art-946eb4b7eb2e452582765b7b355c68e5 |
| institution | Directory Open Access Journal |
| issn | 1593-0300 1593-0319 |
| language | English |
| last_indexed | 2024-12-24T01:48:58Z |
| publishDate | 2001-06-01 |
| publisher | Niccolò Cusano University-Rome |
| record_format | Article |
| series | Symphonya |
| spelling | doaj.art-946eb4b7eb2e452582765b7b355c68e52022-12-21T17:21:48ZengNiccolò Cusano University-RomeSymphonya1593-03001593-03192001-06-011262910.4468/2001.1.03court.freeling.george4Earning the Right to BrandDavid CourtAnthony FreelingMike GeorgeThere have been changes in scenarios in which firms compete - consumers are more and more sophisticated, media and distribution channels have multiplied – thus requiring companies to develop their marketing strategies differently. From a global perspective, for instance, creating, managing, and defending a brand is no longer exclusive role of manufacturers. Every player of the supply chain could have one. The concept of brand has not exhausted its ability to attract new customers. On the contrary, brand strategy is still a marketing corner stone. Everyone who aspires to gain part of the value generated from the distribution channel will always need brands, will need to know how to build them and will continue to do it in order to develop a relationship with the customer.https://symphonya.unicusano.it/index.php/sym/article/view/9115brand strategiesbrand managementnew medianew distribution channelsglobal management |
| spellingShingle | David Court Anthony Freeling Mike George Earning the Right to Brand Symphonya brand strategies brand management new media new distribution channels global management |
| title | Earning the Right to Brand |
| title_full | Earning the Right to Brand |
| title_fullStr | Earning the Right to Brand |
| title_full_unstemmed | Earning the Right to Brand |
| title_short | Earning the Right to Brand |
| title_sort | earning the right to brand |
| topic | brand strategies brand management new media new distribution channels global management |
| url | https://symphonya.unicusano.it/index.php/sym/article/view/9115 |
| work_keys_str_mv | AT davidcourt earningtherighttobrand AT anthonyfreeling earningtherighttobrand AT mikegeorge earningtherighttobrand |