Many companies are placing greater emphasis today on the marketing of their mature brands. Notes several reasons for that trend persisting well into the future. Little has been written about how companies can more methodically plan and enact marketing strategies for these brands. Addresses the...

Discusses, with many illustrative examples, the concept of brand worth, the definition of a brand and strategic branding options. Presents three case studies.

In traditional importance‐performance analysis, self‐reported relative importance weights and “own” brand performance ratings are combined to yield assessments of current market standing. Discusses the pressing need for comparatives to avoid major problems in brand performance...

Can a brand′s reputation be transferred successfully to other products? What is the importance of a firm′s reputation to the success or failure of its brands? What is the effect on the firm′s brands when a firm′s reputation, through either acquisition or restructuring, decays. How...

Describes how, three years after the fall of the communist government in Czechoslovakia, NOVA, the first privately owned commercial television station in Central Europe began broadcasting throughout the recently formed Czech Republic. The primary challenge was to position the new station...

The phenomenon of product piracy, when examined against different cultural, social and developmental needs, may result in a moderation of traditional moral judgments that have tended to deprecate piracy at every conceivable opportunity. Outlines the magnitude of product piracy, otably in the...

The introduction of the original Mazda 323 five‐door into the South African market in 1977 launched the brand from virtual obscurity to instant success. The 323 became the top selling derivative in the country and the brand became a household name. However, during the 1980s the brand′s...

Reviews how the DuPont Lycra division is focussing more on global brand management starting with the development of a new worldwide advertising campaign for Lycra in women′s apparel. Describes how an international team selected the winning advertising theme and agency via teleconferencing....

Profiles heavy buyers of store brand products and compares them with light buyers in terms of demographics, socio‐economic, and attitudinal variables. The results suggest that younger, unmarried, and smaller sized households tend to avoid store brands. As compared with heavy buyers, light...