Strategic insights into brand gender modification decisions: The challenge of introducing new additional brands without eroding existing brand value

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

This research paper attempts to pinpoint ways of increasing the appeal of mixed-target brands to both men and women. A robust strategy to impress men with attempts to inject new masculinity remains elusive, although women are more flexible and respond positively to male brand elements woven within the personality of a feminine brand.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2018), "Strategic insights into brand gender modification decisions: The challenge of introducing new additional brands without eroding existing brand value", Strategic Direction, Vol. 34 No. 10, pp. 22-24. https://doi.org/10.1108/SD-06-2018-0142