Building brands with competitive analysis

Ross Gordon*, Gerard Hastings, Laura McDermott, W. Douglas Evans

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

5 Citations (Scopus)

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.

Original languageEnglish
Title of host publicationPublic Health Branding: Applying Marketing for Social Change
EditorsW. Douglas Evans, Gerard Hastings
Place of PublicationOxford; New York
PublisherOxford University Press
Pages73-90
Number of pages18
ISBN (Electronic)9780191724060
ISBN (Print)9780199237135
DOIs
Publication statusPublished - 1 Sep 2009
Externally publishedYes

Keywords

  • Branding
  • Commercial marketing
  • Competition
  • Consumer research
  • Document analysis

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