Developing New Brands

Tom Blackett and Graham Denton

Chapter 7 in Branding: A Key Marketing Tool, 1992, pp 73-85 from Palgrave Macmillan

Abstract: Abstract We live in a dynamic and rapidly changing world. Increased leisure time, more ‘working mothers’, cheaper travel and the explosion of mass communications have all caused consumers to re-examine their life-styles and aspirations and thus have created new patterns of demand. So now, more than ever before, companies need successful new products: to replace the volume and profits from established products either under attack from competitors, or nearing the end of their life-cycles; to develop their business by seizing fresh opportunities to satisfy consumer demand.

Keywords: Product Development; Product Idea; Significant Point; Corporate Identity; Rational Brand (search for similar items in EconPapers)
Date: 1992
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DOI: 10.1007/978-1-349-12628-6_7

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