... meaning Brand heritage Brand architecture Branding Marketing language Marketing philology Marketing theory Philosophy of science Product terminology Despite the special stature of branding in marketing practice and theory, product strategy in particular, problems of definition...

... Brands Marketing strategy Marketing theory Product management Risks of introducing new brands The first half of the 1990s saw a crisis of confidence in brands, characterised by heavy price cuts and moves to low‐price strategies by major brand owners such as Marlboro and Texaco...

... of the most frequently discussed concepts in management and in marketing theory has been the product life cycle concept. The origins of product life cycle (PLC) theory lie in the “biological life cycle” in which individual organisms are observed to pass through a series of identifiable stages, from birth...

... of Assael (1985) who states that: Brands Marketing theory Positioning Services marketing © MCB UP Limited 1999 It is, however, important to note that the lack of coherent definitions for positioning (Crosier, 1981; Arnott, 1992, 1993, 1994) and the difficulties involved...

... Globalization Marketing strategy Marketing theory Product management Standardization Further,it would seem that this definition implies that a standard is established by an“authority” over and above the standardizing entity (e.g., the firm). In sum, what started as a call for uniformity...