Be a brand surgeon
Article Abstract:
Marketers should treat products as patients that are no longer thriving and perhaps even dying from ill health. Many consumer brands fall under this diagnosis. The situation is more desperate in Canada than in the US since private labels in Canada have better exploited the weaknesses of the neglected brand-name items. Upgrading brand equity requires consumer-goods companies to assume the responsibility for creating strategic change. Thus, CEOs must view their brand franchises with the eye of a surgeon.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2001
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Flying cluttered skies
Article Abstract:
The Canadian airline industry is heating up as new carriers enter the country's C$13-billion market. The airlines are seeking executive passengers or the vacationing family and are offering more scheduled service. Around 95% of the domestic fares are discount and economy, and about 4% are business class. In summer 2001, major carriers are expected to intensify their marketing efforts to attract passengers. Some of these airlines include Roots Air, Canada 300, Westjet Airlines and Canjet.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2001
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