A framework is presented to audit the five factors influencing brand success. The factors reviewed include the manufacturer, distributor, consumer, competitor and the wider marketing environment. To adopt an offensive brand distribution strategy this audit forms an input to evaluating how well matched are each of the firms′ brands with each distributor. By considering a matrix of brand strengths versus distributor attractiveness, brand investment programmes can be prioritised. It is concluded that by adopting a strategic perspective to branding, rather than the more naïve views of branding as design, naming or promotion, strategies to sustain the differential advantage valued by consumers should enhance the potential for brand success.
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