ABSTRACT
https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9780080501277/46f3fe21-8f6e-484c-9030-9772da6c3280/content/figu200_1_B.tif" xmlns:xlink="https://www.w3.org/1999/xlink"/> This chapter considers the process which managers can follow to develop an effective brand strategy. It opens by clarifying the nature of brands and their value to corporations and customers. Many organizations are beginning to recognize that in today’s more competitive environment they need to have a much clearer brand strategy for their existing brands. Others have identified opportunities for developing new brands and are going beyond the new product development process, augmenting these with new brand strategies. By following the systematic process identified in this chapter, managers should be better equipped to develop brand strategies which more effectively lever their existing brands, or enable them to gain a competitive lead for their new brands.
