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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


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.



Tindall, J.R. (1991), "Marketing established brands", Journal of Consumer Marketing, Vol. 8 No. 4, pp. 5-11.




Copyright © 1991, MCB UP Limited