Back-Door Branders

Schultz, Don E.
July 2005
Marketing Management;Jul/Aug2005, Vol. 14 Issue 4, p10
This article focuses on the advent of back-door branders, the people or group of people who manage the internal side of branding in a company. Commonly, traditional brand consultants have focused on helping the organization understand its customers, consumers, distributors and the like. Back-door branders are groups that use approaches and methodologies to influence the internal senior management of the branding firm. They influence how and in what ways brands are developed, evaluated, expanded and managed.


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