Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.

Defending the Dowager: Communication Strategies for Declining Main Brands

Defending the dowager: Communication strategies for declining main brands
Dennis W.Rook
Sidney J.Levy

“One of the worst things that can happen to a brand is to be flanked by premium brands on one side and by price brands on the other, caught in the middle without a clear or meaningful point of difference to consumers.” (Baum, 1990)

Being caught in the middle is particularly aggravating to a brand that once pioneered and captained its product category, and it is precisely the situation in which many main national brands find themselves today. Such brands are often both the first national and largest historical brand in their respective product categories. Many of these have evolved, gradually or more rapidly, into declining marketplace ...

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