1992 | OriginalPaper | Chapter
Developing New Brands
Authors : Tom Blackett, Graham Denton
Published in: Branding: A Key Marketing Tool
Publisher: Palgrave Macmillan UK
Included in: Professional Book Archive
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We live in a dynamic and rapidly changing world. Increased leisure time, more ‘working mothers’, cheaper travel and the explosion of mass communications have all caused consumers to re-examine their life-styles and aspirations and thus have created new patterns of demand. So now, more than ever before, companies need successful new products: to replace the volume and profits from established products either under attack from competitors, or nearing the end of their life-cycles;to develop their business by seizing fresh opportunities to satisfy consumer demand.