The Opportunity for World Brands

Steve Winram

Chapter 10 in Branding: A Key Marketing Tool, 1987, pp 104-115 from Palgrave Macmillan

Abstract: Abstract Tables 10.1 and 10.2 demonstrate a truly remarkable fact. They show that brands — those complex mixtures of product and consumer appeal — are not only capable of surviving for extraordinarily long periods, but that they have also been capable of maintaining their market position throughout sixty years of competition and development. We shall be examining the forces and strategies that lie behind the successes of these brands and the way in which these strategies must evolve in the future to deal with the marketing developments of the next decade.

Keywords: Advertising Expenditure; Satellite Network; Brand Character; Corporate Perspective; Cultural Convergence (search for similar items in EconPapers)
Date: 1987
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DOI: 10.1007/978-1-349-08280-3_10

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