Managing brands

How are strong brands built and maintained? Which elements of the marketing mix are most critical in building and maintaining brand equity? These questions have endured for decades because their resolution requires extensive data sets and advanced modeling techniques, which only became available to academics very recently. The three essays in this book seek to offer a more complete understanding of managing brand performance in the long run by comparing the relative long-term effects of the entire marketing mix (pricing, promotion, product and place) in unison, contrasting the long-term efficacy of marketing spending for new and established brands, compiling insights from temporal and spatial analyses of brand performance, and considering these effects over a large number of categories to generalize the findings