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Changing Needs For Brands

Author

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  • Agres, Stuart J.
  • Dubitsky, Tony M.

Abstract

As we move into the next millennium, we are already seeing economic and marketing shifts—the move toward supply-dominated economies and the loosening of constraints on commerce across geopolitical boundaries—that are gaining momentum worldwide. These shifts will demand that marketers create and leverage the power of the brand to realize anything more than commodity margins. Failing to do so will force marketers to seek lowest-cost provider status, to compete against other goods or services primarily on price, and to realize no more than commodity margins.

Suggested Citation

  • Agres, Stuart J. & Dubitsky, Tony M., 1996. "Changing Needs For Brands," Journal of Advertising Research, Cambridge University Press, vol. 36(1), pages 21-30, January.
    • Handle: RePEc:cup:jadres:v:36:y:1996:i:01:p:21-30_96
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    Cited by:

    1. Liwu Hsu & Susan Fournier & Shuba Srinivasan, 2016. "Brand architecture strategy and firm value: how leveraging, separating, and distancing the corporate brand affects risk and returns," Journal of the Academy of Marketing Science, Springer, vol. 44(2), pages 261-280, March.
    2. Yunjeong Kim & Kyung Wha Oh, 2020. "Effects of Perceived Sustainability Level of Sportswear Product on Purchase Intention: Exploring the Roles of Perceived Skepticism and Perceived Brand Reputation," Sustainability, MDPI, vol. 12(20), pages 1-16, October.
    3. Ha, Kyoungnam Catherine & Song, Reo & Erickson, Gary, 2021. "Multidimensional brand equity and asymmetric risk," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 593-614.
    4. Ewing, Michael T. & Jevons, Colin P. & Khalil, Elias L., 2009. "Brand death: A developmental model of senescence," Journal of Business Research, Elsevier, vol. 62(3), pages 332-338, March.
    5. Bodil Stilling Blichfeldt, 2003. "Unmanageable Tourism Destination Brands?," Working Papers 47/03, University of Southern Denmark, Department of Sociology, Environmental and Business Economics.
    6. Kilian, Karsten & Müller, Michael, 2016. "Markencontrolling: Markenerfolg messbar machen," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 1(01/2016), pages 1-21.
    7. Murad Harasheh & Stefano Gatti, 2015. "Going Public and Underpricing as Brand Value Enhancing Tools," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 5(11), pages 1208-1226, November.

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