Brand Revitalisation and Extension

David Andrew
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David Andrew: Interbrand

Chapter Chapter 18 in Brands, 1998, pp 184-195 from Palgrave Macmillan

Abstract: Abstract Every branded goods or services company has one or more brands that are underperforming. Not that long ago such a brand would in due course have been stripped of its marketing support and relegated to cash flow status. Today, however, the prohibitive cost and effort involved in establishing new brands has made brand owners much more conscious of the equity in their existing portfolios, and much less inclined to jettison a brand that isn’t living up to expectations — as long as its equity is robust. Indeed, exploiting existing equity for all it is worth, while rationalising the brand spectrum to permit concentration of resources behind key brand properties, has become a major focus of marketing management.

Keywords: Line Extension; Image Transfer; Parent Brand; Brand Extension; Brand Management (search for similar items in EconPapers)
Date: 1998
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DOI: 10.1007/978-1-349-26070-6_18

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