"Using All the Tools In Your Toolbox : A Scorecard For Brand Asset Deployment
- Topics:
- Brand Management
- Source:
- Killian & Company
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Overview: The article explains the situation analysis where different assumption provide different conclusion, a brand performing below expectations is often approached from multiple directions, with marketing experts tugging and probing and prescribing, based on whatever portion of elephant anatomy is at hand. Like that legendary beast, a brand performing below expectations is often approached from multiple directions, with marketing experts tugging and probing and prescribing, based on whatever portion of elephant anatomy is at hand. The ad agency detects an advertising problem; the brand manager’s spreadsheet proves that retailers are at fault; the sales promotion agency knows it’s a promotion problem; the packaging experts say a redesign will save the brand; the regional sales managers want an extra 5% for a new trade deal, and the CFO says it’s a brand in decline, so quit spending on it. This white paper offers a brief overview of what is regarded as the scope of brand asset management, with audience participation, to get details refer the article.
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Format: HTML | Date: Jan 2003 | Pages: 1
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