The New Strategic Brand Management, 5th Edition

04

Brand diversity: how specific are different sectors?

What becomes of these brand principles in specific markets? It is worth asking the question, given the disparities between markets as varied as industry, business-to-business (B2B) and medical prescription on one side, and the world of service and luxury on the other. Are internet brands controlled using the same levers? What should we think of the emergence of the brand in sectors such as fresh produce, previously the domain of generic products or a variety resulting from nature and regional tendencies? Finally, we should examine these new extensions of the brand domain: countries, towns, educational establishments, and also television programmes and sporting heroes.

These questions on ...