search query: @indexterm MATRIX MANAGEMENT / total: 51
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| Author: | Chernatony, L.D. |
| Title: | Formulating brand strategy |
| Journal: | European Management Journal
1991 : JUNE, VOL. 9:2, p. 194-200 |
| Index terms: | BRANDS CORPORATE STRATEGY MATRIX MANAGEMENT |
| Language: | eng |
| Abstract: | Use of a matrix to classify different types of brands, allowing managers to allocate resources and improve their brand strategy. Formulating brand strategy. Manufacturer. Distributors. Consumers. Competitors. Evaluating distributor attractiveness. Matching resources to brand types. The de Chernatony-McWilliam matrix. Low-high representationality, and low-high functionality. Three Figures and a Table illustrate the study. |
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