The New Strategic Brand Management, 5th Edition

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Strategic implications of branding

Many companies have forgotten the fundamental purpose of their brands. A great deal of attention is devoted to the marketing activity itself, which involves designers, graphic artists, packaging and advertising agencies. This activity thus becomes an end in itself, receiving most of the attention. In so doing, we forget that it is just a means. Branding is seen as the exclusive prerogative of the marketing and communications staff. This undervalues the role played by the other parts of the company in ensuring a successful branding policy and business growth. Only by mobilizing all of its internal sources of added value can a company set itself apart from its competitors.

What does branding really mean? ...