New Brand Development

Pamela Robertson
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Pamela Robertson: Interbrand

Chapter Chapter 3 in Brands, 1998, pp 24-33 from Palgrave Macmillan

Abstract: Abstract Any successful business is generally good at new brand development; it is part of the life blood of the organisation and failures are regarded as an opportunity to learn. Many a big business that exists today has been founded on an innovative idea and has continued to thrive through having further good ideas.

Keywords: Distribution Channel; Target Consumer; Brand Owner; Opportunity Area; Savoury Snack (search for similar items in EconPapers)
Date: 1998
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DOI: 10.1007/978-1-349-26070-6_3

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