Managing brands for the long run: Brand reinforcement and revitalization strategies

California Management Review

Volumn , Issue 3, 1999, Pages 102-124

  Keller, Kevin Lane ^a  

^a NONE

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EID: 0039723165     PISSN: 00081256     EISSN: None     Source Type: Journal    
DOI: 10.2307/41165999     Document Type: Article

References (33)

1. This paper is based in part on material from chapter13 of Kevin Lane Keller, Strategic Brand Management (Upper Saddle River, NJ: Prentice-Hall, 1998).
2. Laura Bird, "Tambrands Plans Global Ad Campaign," Wall Street Journal, June 22, 1993, p. B-8.
3. Ronald Alsop, "Enduring Brands Hold Their Allure By Sticking Close to Their Roots," Wall Street Journal Centennial Edition, 1989.
4. Marj Charlier, "Coors Pours on Western Themes to Revive Flagship Beer's Cachet," Wall Street Journal, August 2, 1994, p. B-6.
5. Chris Roush, "At Timex, They're Positively Glowing," Business Week, July 12, 1993, p. 141.
6. Timothy L. O'Brien, "Beleaguered Schwinn Seeks Partner to Regain Luster," Wall Street Journal, May 20, 1992, p. B-2.
7. Peter H. Farquhar, Julia Y. Han, Paul M. Herr, and Yuji Ijiri, "Strategies for Leveraging Master Brands: How to Bypass the Risks of Direct Extensions," Marketing Research, 4/3 (September 1992): 32-43.
8. Richard Gibson, "Classic Cheerios and Wheaties Reformulated," Wall Street Journal, August 31, 1994, p. B-1.
9. Michael J. McCarthy, "Pepsi is Returning to Younger Generation," Wall Street Journal, January 22, 1993, p. B-6.
10. Kevin Lane Keller, Susan Heckler, and Michael J. Houston, "The Effects of Brand Name Suggestiveness on Advertising Recall," Journal of Marketing, 62/1 (January 1998): 48-57.
11. Raymond Serafin, "BMW: From Yuppie-Mobile to Smart Car of the '90s," Advertising Age, October 3, 1994, p. S-2.
12. Kevin Goldman, "Adidas Tries to Fill Its Rivals' Big Shoes," Wall Street Journal, March 17, 1994, p. B-5; Joshua Levine, "Adidas Flies Again," Forbes, March 25, 1996, pp. 44-45.
13. Kevin Goldman, "Adidas Tries to Fill Its Rivals' Big Shoes," Wall Street Journal, March 17, 1994, p. B-5; Joshua Levine, "Adidas Flies Again," Forbes, March 25, 1996, pp. 44-45.
14. Oscar Suris, "Ads Aim to Sell Hush Puppies to New Yuppies," Wall Street Journal, July 28, 1993, pp. B1, B6; Keith Naughton, "Don't Step on My Blue Suede Hush Puppies," Business Week, September 11, 1995, pp. 84-86; Cyndee Miller, "Hush Puppies: All of a Sudden They're Cool," Marketing News, February 12, 1996, p. 10.
15. Oscar Suris, "Ads Aim to Sell Hush Puppies to New Yuppies," Wall Street Journal, July 28, 1993, pp. B1, B6; Keith Naughton, "Don't Step on My Blue Suede Hush Puppies," Business Week, September 11, 1995, pp. 84-86; Cyndee Miller, "Hush Puppies: All of a Sudden They're Cool," Marketing News, February 12, 1996, p. 10.
16. Oscar Suris, "Ads Aim to Sell Hush Puppies to New Yuppies," Wall Street Journal, July 28, 1993, pp. B1, B6; Keith Naughton, "Don't Step on My Blue Suede Hush Puppies," Business Week, September 11, 1995, pp. 84-86; Cyndee Miller, "Hush Puppies: All of a Sudden They're Cool," Marketing News, February 12, 1996, p. 10.
17. Brian Wansink, "Can Package Size Accelerate Usage Volume?" Journal of Marketing, 60/3 (July 1996): 1-14.
18. John D. Cripps and Robert J. Meyer, "Heuristics and Biases in Timing the Replacement of Durable Products," Journal of Consumer Research, 21/2 (September 1994): 304-318.
19. David A. Aaker, Managing Brand Equity (New York, NY: Free Press, 1991).
20. Ronald Alsop, "Giving Fading Brands a Second Chance," Wall Street Journal, January 24, 1989, p. B-1.
21. Kevin Goldman, "Del Monte Tries to Freshen Its Market," Wall Street Journal, October 20, 1994, p. B-4.
22. David W. Stewart, "Advertising in a Slow-Growth Economy," American Demographics, 16/9 (September 1994): 40-46.
23. Ibid.
24. Ronald Alsop, "Giving Fading Brands a Second Chance," Wall Street Journal, January 24, 1989, p. B-1
25. Bruce Horovitz and Melanie Wells, "Long After Their Sales Stop Sizzling, Some Brand Names Linger In...Product Purgatory," USA Today, May 2, 1995, p. B1.
26. Kevin Goldman, "Old Spice's Familiar Sailor is Lost at Sea," Wall Street Journal, September 10, 1993, p. B-2.
27. Oscar Suris, "Cadillac's Sedan de Ville Spurns Youth," Wall Street Journal, August 10, 1993, p. B-1; Gabriella Stern, "As Old Cadillac Buyers Age, the GM Division Fights to Halt Slippage," Wall Street Journal, August 25, 1995, p. A-1; Gabriella Stern, "Buick Confronts Its Fuddy-Duddy Image," Wall Street Journal, June 19, 1995, p. B-1.
28. Oscar Suris, "Cadillac's Sedan de Ville Spurns Youth," Wall Street Journal, August 10, 1993, p. B-1; Gabriella Stern, "As Old Cadillac Buyers Age, the GM Division Fights to Halt Slippage," Wall Street Journal, August 25, 1995, p. A-1; Gabriella Stern, "Buick Confronts Its Fuddy-Duddy Image," Wall Street Journal, June 19, 1995, p. B-1.
29. Oscar Suris, "Cadillac's Sedan de Ville Spurns Youth," Wall Street Journal, August 10, 1993, p. B-1; Gabriella Stern, "As Old Cadillac Buyers Age, the GM Division Fights to Halt Slippage," Wall Street Journal, August 25, 1995, p. A-1; Gabriella Stern, "Buick Confronts Its Fuddy-Duddy Image," Wall Street Journal, June 19, 1995, p. B-1.
30. Julie Liesse, "Häagen-Dazs Spoons Up a Revival," Advertising Age, August 22, 1994, p. 38.
31. Aaker, op. cit.
32. Jennifer Reingold, "Darwin Goes Shopping," Financial World, September 1, 1993, p. 44.
33. Tara Parker-Pope, "Unilever Plans a Long-Overdue Pruning," Wall Street Journal, September 3, 1996, p. A-13.