Brand strategy frameworks for diversified companies and partnerships

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By this: publisher
In this Subject: Business
By this author: Schreiber, E S

Author: Schreiber, E S

Source: The Journal of Brand Management, Volume 10, Number 2, 1 November 2002 , pp. 122-138(17)

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Abstract:

Most of the knowledge about brands is derived from consumer products. From the author's own extensive experience in industry and knowledge of company decisions, it seems that brand strategies are not as well developed for making brand decisions that are relevant to diversified companies or industrial business-to-business (B2B) companies. These companies are often uncertain as to whether the consumer-product brand strategies are applicable in their markets.This paper seeks to offer a framework for making brand strategy decisions in diversified and industrial companies that is focused on the key interests to the customers of the company's products and services. While the framework was developed with diversified and industrial companies in mind, it is applicable to all industries, giving it greater utility and value to marketing executives and brand strategists. The paper suggests that the most important variables of drivers for making brand decisions are the amount of fear, uncertainty and doubt (FUD) at the point-of-purchase consideration and decision, along with the complexity of the buying decision (CBD). The paper also provides a model for making brand strategy decisions when entering partnerships and alliances.Journal of Brand Management (2002) 10, 122-138; doi:10.1057/palgrave.bm.2540110

Document Type: Research article

DOI: http://dx.doi.org/10.1057/palgrave.bm.2540110

Publication date: 2002-11-01