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Auditing the Factors Influencing Brand Success

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 July 1990

Abstract

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.

Keywords

Citation

de Chernatony, L. (1990), "Auditing the Factors Influencing Brand Success", Marketing Intelligence & Planning, Vol. 8 No. 7, pp. 33-37. https://doi.org/10.1108/EUM0000000001095

Publisher

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MCB UP Ltd

Copyright © 1990, MCB UP Limited