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...