Berthon J.-P., Opoku R.A., Pitt L.F., Nel D.
Industrial Marketing and e-Commerce Research Group, Division of Business Administration and Management, Lulea University of Technology, Lulea, Sweden; Department of Marketing, Segal School of Business, Simon Fraser University, Vancouver, BC V6C 1W6, Canada; Department of Marketing, University of the Witwatersrand, Johannesburg, South Africa
Berthon, J.-P., Industrial Marketing and e-Commerce Research Group, Division of Business Administration and Management, Lulea University of Technology, Lulea, Sweden; Opoku, R.A., Industrial Marketing and e-Commerce Research Group, Division of Business Administration and Management, Lulea University of Technology, Lulea, Sweden; Pitt, L.F., Department of Marketing, Segal School of Business, Simon Fraser University, Vancouver, BC V6C 1W6, Canada; Nel, D., Department of Marketing, University of the Witwatersrand, Johannesburg, South Africa
This article reports on a study using a previously published checklist to assess the brand management practices of South African firms. Indications are that the perceptions of a sample of senior managers regarding how well their institutions manage their brands are reasonably positive, and that the management of brands has effects on a firm's profitability, market share and growth compared to competitors. While the checklist used seems to possess the characteristic of reliability, further development needs to be done on aspects of its underlying structure. Implications for managers and further avenues for research are identified and discussed. © 2007 by The Haworth Press, Inc. All rights reserved.