TY  - JOUR
AB  - 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.
VL  - 8
IS  - 7
SN  - 0263-4503
DO  - 10.1108/EUM0000000001095
UR  - https://doi.org/10.1108/EUM0000000001095
AU  - de Chernatony Leslie
PY  - 1990
Y1  - 1990/01/01
TI  - Auditing the Factors Influencing Brand Success
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 33
EP  - 37
Y2  - 2024/04/25
ER  -