Branding consumer goods: insights from theory and practice
Abstract
Branding may be one of the most important decisions made by marketing managers. Since it is done somewhat sporadically, there are no strict guidelines provided by the companies to assist the managers in this task. Academic research also has not helped. While there is a tremendous amount of descriptive and normative research on the topic, it is somewhat fragmented in nature. Synthesizes findings from descriptive and normative studies on branding in the literature, and also from related fields. Integrates these with their own practical insight to recommend a step‐by‐step approach to building brand names.
Keywords
Citation
Kohli, C. (1997), "Branding consumer goods: insights from theory and practice", Journal of Consumer Marketing, Vol. 14 No. 3, pp. 206-219. https://doi.org/10.1108/07363769710166792
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited