haku: @author Sinclair, S. A. / yhteensä: 2
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| Tekijä: | Sinclair, S. A. Seward, K. E. |
| Otsikko: | Effectiveness of branding a commodity product. |
| Lehti: | Industrial Marketing Management
1988 : FEB, VOL. 17:1, p. 23-33 |
| Asiasana: | BRANDS BUILDING MATERIALS |
| Kieli: | eng |
| Tiivistelmä: | The branding strategy of new products is discussed. The role of branding is outlined. Literature about the topic is reviewed. Characteristics of successful branding strategies are described. The results of an empirical study are discussed. Sample frame is outlined. The two phases of data collection are examined. Characteristics of respondents are summarized. Marketing research prior to introducing a new product line is discussed. Reasons for using a separate brand name are listed. Brand selection criteria are identified. Branding effectiveness is analysed. Potential benefits of branding certain products are emphasized. Attention is given for brand limitations. Marketing implications are summarized. |
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