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Developing New Brands

  • Tom Blackett
  • Graham Denton

Abstract

We live in a dynamic and rapidly changing world. Increased leisure time, more ‘working mothers’, cheaper travel and the explosion of mass communications have all caused consumers to re-examine their life-styles and aspirations and thus have created new patterns of demand. So now, more than ever before, companies need successful new products:
  • to replace the volume and profits from established products either under attack from competitors, or nearing the end of their life-cycles;

  • to develop their business by seizing fresh opportunities to satisfy consumer demand.

Keywords

Product Development Product Idea Significant Point Corporate Identity Rational Brand 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© John M. Murphy 1987

Authors and Affiliations

  • Tom Blackett
  • Graham Denton

There are no affiliations available

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