Building brands from the inside

Dunn, Michael; Davis, Scott
May 2003
Marketing Management;May/Jun2003, Vol. 12 Issue 3, p32
There's a trend in the making. Companies across the board are beginning to take broader view of the brand as it shifts from its traditional role as part of the marketing function to play an integral part in the overall business strategy. To fully integrate brand strategy throughout the organization, companies must take a hard look at what the brand stands for and put internal structures in place to deliver on the brand promise.


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