TITLE

The Marginalized Brand

AUTHOR(S)
Schultz, Don E.
PUB. DATE
November 2004
SOURCE
Marketing Management;Nov/Dec2004, Vol. 13 Issue 6, p12
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
This article discusses several issues concerning brand management and the concept of branding. Too many of the new brand gurus seem to operate in some kind of brand bubble, surrounding themselves with branding terminology, concepts, research, methodologies, and especially jargon so they're insulated from the rest of the company. They see themselves as brand experts, performing brand activities from which others in the organization are excluded. The sad truth is that brand management is becoming marginalized in too many organizations. Branding today is what a group of brand experts do, not what the organization does. The more branding is made as a province of a single department or manager, the less it can represent the organization, its products and services, its employees, and other stakeholders. That's the challenge many organizations find most difficult. The U.S. society lives in an age of specialists. And it continues to create ever more specialists in marketing, communications, and other business activities. The marginalization of brands and branding raises a number of questions both inside and outside the organization. If the brand is the company and the company is the brand, maybe the industry doesn't need more branding experts. Maybe what is needed is more conversations with employees and stakeholders so that brands are truly represented.
ACCESSION #
15309758

 

Related Articles

  • The value of 'value' marketing.  // Advertising Age;1/14/1991, Vol. 62 Issue 2, p13 

    Editorial. Discusses how businesses in the U.S. are marketing their products in times of economic stress. Reasons for the growth of generics in the late 1970s and early 1980s; Examples of the value-price products introduced by marketers; Impact on the protection of brand-name products.

  • High on Premium. Lundstedt, Dave // Automotive Marketing;Nov2000, Vol. 29 Issue 11, p62 

    Focuses on the product management of manufacturers and retailers in the United States. Attitude of consumers toward brand name products; Efforts of the manufacturers to improve product performance; Impact of premium products on the sales performance of the retailers.

  • THE BRAND NAMING PROCESS: AN EMPIRICAL STUDY OF U.S. COMPANIES. Kohli, Chiranjeev; LaBahn, Douglas W. // AMA Winter Educators' Conference Proceedings;1996, Vol. 7, p315 

    Focuses on the manner by which companies create brand names. Details of the brand naming process used by U.S. companies; Contrasts between consumer and industrial companies with regards to the importance placed on each task; Importance given by companies to brand names.

  • Make sure you protect your brand! Markovsky, Mike // Contractor Magazine;Apr2006, Vol. 53 Issue 4, p36 

    Emphasizes the significance of protecting brands to businesses in the U.S. Importance of establishing a positive affinity between a brand and a customer; Lack of brand focus among many business-to-business operators in the country; Ability of brand preference to counter low-price pressures.

  • Companies with Sagging images are bailed out with new corporate, brand, or product identities.  // Marketing News;10/14/1983, Vol. 17 Issue 21, p18 

    The article discusses how companies with sagging images can be bailed out with new corporate, brand, or product identities. When a company suffers from identity wear out, marketing research can help in creating a new corporate, brand, or product identity program, according to Marlyn Ryan, vice...

  • Your Store is Your Brand. Chadwick, Chad // Retail Merchandiser;Sep/Oct2007, Vol. 47 Issue 7, p38 

    This article points out that as manufacturers trim brand lineups down to their fastest-moving SKUs, there is increasing room for retailers to make a true brand connection on a personal level. Retailers have a clear advantage in creating differentiation: They control the selling environment....

  • THE BRAND STRENGTH REPORT 2011.  // SGB;Mar/Apr2011, Vol. 44 Issue 2, p10 

    Several excerpts from the 2011 edition of the Brand Strength Report, including one on the Brand Strength Index, one on the brand awareness, and one on the footwear ratings, are presented.

  • Untitled.  // Design Week;4/26/2007, Vol. 22 Issue 17, p4 

    The article reports on the move of Innocent to rebrand its Juicy Water products in partnership with Pearlfisher in Great Britain. The company has renamed the product into "This Water" brand. Such move has been aimed to focus on the establishment of a standalone brand for its Juicy Waters...

  • A brand is not only found on cows. Roth, Jill // American Printer;Jan2000, Vol. 224 Issue 4, p8 

    Deals with developing and managing a brand. Differentiating oneself in the marketplace; Characteristics that define corporate brand; Ways to expose a brand to customers.

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics