ABSTRACT
This chapter is related closely to the proceeding chapter on Offensive Marketing Planning, which outlined a seven-step marketing process and described a number of brand planning tools. Brand development is covered in more detail here, and how companies fully utilize their existing new and brand resources to achieve growth objectives and sustained profitability is also examined. Questions include:
What is your company’s branding strategy and is it a single master brand or a series of self-standing brands? Why are many traditional brands declining and newer brands having difficulty? How far can brands be extended and what is the rationale for doing so?
