Despite of such ancient heredity, it was only 1990’s when brand came at top of the priority list for strategy makers.
This article puts Brand Management into the framework of Business strategies proposed by Michel Porter. Starting from the introduction, it provides detailed comparison of both of these contemporary business hypotheses and in-depth analysis of variables having direct impact on these... displayed 300 characters
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By applying fundamental demand and supply functions of market into individual business setups he transpired two dimensions of a firm. The external demand size dimension was illustrated as “Strategic Scope” and internal Supply dimension as “Strength or Core Competence” of a firm. Rational behind it was Empirical research on the profit impact of market share that indicated firms with a high market share were often quite profitable, but so were many firms with low market share... displayed 300 characters
