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Marketing established brands

James R. Tindall (President and chief operating officer of ConAgra Prepared Food Companies, and he's a member of ConAgra's Office of the President)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 April 1991

Abstract

Examines the enormous marketing and financial opportunities for profitable growth through better marketing of established brands. Argues that the key to success is for core brands to be treated as if they were new products or as if they were acquisition opportunities. Discusses the distinction between new products and core products. Identifies five successful marketing strategies. Concludes that changing thinking about brand names will generate increased motivation among marketing and agency personnel.

Keywords

Citation

Tindall, J.R. (1991), "Marketing established brands", Journal of Consumer Marketing, Vol. 8 No. 4, pp. 5-11. https://doi.org/10.1108/07363769110035108

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited