To read this content please select one of the options below:

Auditing the Factors Influencing Brand Success

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 July 1990



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.



de Chernatony, L. (1990), "Auditing the Factors Influencing Brand Success", Marketing Intelligence & Planning, Vol. 8 No. 7, pp. 33-37.




Copyright © 1990, MCB UP Limited

Related articles