The Importance of Brand Power

Donald Keough

Chapter 1 in Brand Power, 1994, pp 17-32 from Palgrave Macmillan

Abstract: Abstract I have never quite understood why people throughout the US marketing and advertising industry take so much delight in analysing the fate of those new products and brands that ‘never get out of test market’ or which ‘die of consumer indifference’. Nor is this phenomenon restricted to the US — marketing people around the world spend a large amount of their time trumpeting the failure of new products, an activity which seems decidedly odd given that new product development is the responsibility of those same marketing people. Far too much time, money and effort is, in my view, invested in performing autopsies on products that fail and not nearly enough on examining, analysing, perhaps even celebrating, those brands that have succeeded year after year.

Keywords: Soft Drink; Line Extension; Brand Personality; Brand Management; Great Brand (search for similar items in EconPapers)
Date: 1994
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-12840-2_2

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DOI: 10.1007/978-1-349-12840-2_2

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