Brand Construction and Deconstruction

Wyner, Gordon A.
May 2003
Marketing Management;May/Jun2003, Vol. 12 Issue 3, p6
This article discusses the issue of high-level decisions about brand construction which changes the nature of brand investment and execution. Every once in a while, most companies experience radical disruptions in the day-to-day management of brands. New brands are created or acquired while the existing ones are sold or eliminated. The emphasis on developing stronger customer-brand relationships through incremental decisions and activities is suddenly interrupted until major structural issues are resolved. One of the most common causes of major decisions about brand construction is changing technology. In the telecommunications industry, new technologies for wireless and broadband communication have shaken up the industry once comprising a few traditional phone companies. AT&T Corp. and the Bell Operating Companies have split, merged, and split again, leading to numerous brand constructions and reconstructions. Changes in computer technology have shifted the emphasis from large mainframes to minicomputers to PCs to networked computing.


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