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Branding consumer goods: insights from theory and practice

Chiranjeev Kohli (Associate Professor of Marketing at California State University, Fullerton, California, USA and a Consultant for Brand and Corporate Identity)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 June 1997

10636

Abstract

Branding may be one of the most important decisions made by marketing managers. Since it is done somewhat sporadically, there are no strict guidelines provided by the companies to assist the managers in this task. Academic research also has not helped. While there is a tremendous amount of descriptive and normative research on the topic, it is somewhat fragmented in nature. Synthesizes findings from descriptive and normative studies on branding in the literature, and also from related fields. Integrates these with their own practical insight to recommend a step‐by‐step approach to building brand names.

Keywords

Citation

Kohli, C. (1997), "Branding consumer goods: insights from theory and practice", Journal of Consumer Marketing, Vol. 14 No. 3, pp. 206-219. https://doi.org/10.1108/07363769710166792

Publisher

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MCB UP Ltd

Copyright © 1997, MCB UP Limited

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