With grocery brands manufacturers trying to respond to the increasingly concentrated retailing environment and the significant investment in own labels by retailers, a less than healthy future has been reported for some brands (eg Leahy, 1987). To succeed, grocery brands manufacturers should not...

This article argues that there are strategic implications associated with our understanding and usage of marketing terminology, in particular the use of the word “brand”. It shows how the term “own‐label” has become meaningless and how the terms “manufacturer brand” and...

Effective pricing research techniques need to reflect fully consumer behaviour. A historical review indicates the limited capabilities of consumers to recall grocery prices correctly. Adoption‐level theory implies that consumers evaluate brand prices relative to a reference price rather than...

Brand managers face many challenges (including questions of brand strength, world class culture, “glocal” branding, seeded marketing channels, “service smart” integration, brand architecture and brand organizing). A framework is presented for thinking about the challenges and how to deal...

There is an erroneously held view that postal surveys cannot achieve sufficient response rates to overcome non‐response bias and are best suited when budgets are limited. This article reviews the increasing number of published studies which show that, with planning, high response rates can be...

A framework is presented to audit the five factors influencing brand success. The factors reviewed include the manufacturer, distributor, consumer, competitor and the wider marketing environment. To adopt an offensive brand distribution strategy this audit forms an input to evaluating how well...

Purpose – This paper aims to examine the influence of the culture of the service firm on its interpretation of the role of the brand and on the development and implementation of its brand values. Design/methodology/approach – A grounded theory approach was used. Interviews were conducted...