Brand management
Aaker(1995) expresses that building a strong, healthy brand is instrumental in creating a sustainable competitive advantage. Corporation annually spend hundred billions of dollars to execute their marketing strategy, and much success has been used by explaining how these cost enhance brand performance over the immediate effect of short sales: marketing on current week’s sales (Bucklin and Gupta, 1999).
In more recent time, the consideration has been focused on the longer-term effect of marketing strategy on brand performance, especially with respect to price and promotion (e.g.,Boulding, Lee, and Staelin 1994; Jedidi, Mela, and Gupta 1999; Nijs et al. 2001; Pauwels, Hanssens, and Siddarth 2002; Srinivasan et al. 2004; Steenkamp et al. 2005). Ataman et al.(2010) points out the marketing managers focus on the annual marketing programs, but few studies organically assess the long-term effect of these programs over many brands and categories. Otherwise, current research focuses mostly on advertising and promotions but not on product or distribution. The marketing strategy to two modules of brand performance: base sales and regular price elasticity. By relating the performance of these brands to their synthetic marketing-mix strategy, the managers offer insights into which strategies are most likely to lead to long-term benefits for brands.

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