Building brands with competitive analysis
| Publication Type | Book Chapter |
| Year of Publication | 2008 |
| Authors | Gordon R, Hastings G, McDermott L, Evans D |
| Secondary Authors | Evans D, Hastings G |
| Book Title | Public Health Branding – Applying Marketing for Social Change |
| Pagination | 73-90 |
| Publisher | Oxford University Press |
| City | Oxford |
| Keywords | branding; commercial marketing; competition; consumer research; document analysis |
| URL | http://oro.open.ac.uk/20498/ |
| Refereed Designation | Refereed |
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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