Building brands with competitive analysis

Gordon, Ross; Hastings, Gerard; McDermott, Laura and Evans, Douglas (2008). Building brands with competitive analysis. In: Evans, Douglas and Hastings, Gerard eds. Public Health Branding – Applying Marketing for Social Change. Oxford: Oxford University Press, pp. 73–90.

DOI: https://doi.org/10.1093/acprof:oso/9780199237135.003.0004

URL: http://ukcatalogue.oup.com/product/9780199237135.d...

Abstract

This chapter demonstrates how competitive analysis can help build brands in public health by offering customer insight, helping to develop strategic alliances, and helping marketers deal with the competition from the hazards merchants. Key lessons can be generated to help inform these outcomes by using the following forms of competitive analysis: case studies of commercial brands, internal document analysis, and studies of the deleterious effects of commercial brands.

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