More Questions Than Answers

Schultz, Don E.
January 2004
Marketing Management;Jan/Feb2004, Vol. 13 Issue 1, p10
This article discusses the managerial challenge regarding brands and branding. While the brand may generate current income for the owner or current value for the user, most of the real brand value always lies in the future, an area most managers have a great deal of difficulty understanding. The concept of brand architecture has been developed to help marketers deal with the challenges of managing multiple brand identities. It is important to assess whose view of the brand should be used to determine value. In Asian companies, the corporate brand generally dominates. Product brands are commonly used only as the identifier although sometimes there may also be an endorsement by the parent company. Another brand challenge involves the direct and indirect impact of audiences on brand sales and brand value. In a relatively straightforward product category--such as most consumer-packaged goods, the brand equity is determined primarily as the result of branding effort against consumers or end users. The brand is often a mixture of corporate and product value that needs to be separated for proper management. The value of the corporate and product brand is also affected either directly or indirectly by the range of stakeholders involved.


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