Marketing Strategies for Mature Brands

Abstract

Many companies are placing greater emphasis today on the marketing of their mature brands. Notes several reasons for that trend persisting well into the future. Little has been written about how companies can more methodically plan and enact marketing strategies for these brands. Addresses the marketing of mature brands by: (1) providing a guide to the key (and sometimes misunderstood) terms involved with branding decisions; (2) describing a continuum comprised of ten strategic alternatives available to firms with mature brands; and (3) presenting recommendations as to when best to apply the various strategic alternatives.

Citation

Evans, J.R. and Lombardo, G. (1993), "Marketing Strategies for Mature Brands", Journal of Product & Brand Management, Vol. 2 No. 1, pp. 5-19. https://doi.org/10.1108/10610429310027419