Neglect of Long Term Health of Brands

If Brands Are Built over Years, Why Are They Managed over Quarters?
By: Lodish, Leonard M.; Mela, Carl F..
Harvard Business Review,
Jul/Aug 2007, Vol. 85 Issue 7/8, p104-112,



Our research into the role of marketing strategy in brand performance indicates that companies are paying too much attention to short-term data and not enough to the long-term health of their brands. They routinely overinvest in price promotions and underinvest in advertising, new- product development, and new forms of distribution.




Leonard M. Lodish (lodish@wharton.upenn.edu) is the Samuel R.
Harrell Professor at the University of Pennsylvania’s Wharton School,
in Philadelphia, and the vice dean at Wharton West, in San Francisco.
Carl F. Mela (mela@duke.edu) is a professor of marketing at the
Fuqua School of Business at Duke University, in Durham, North
Carolina.