The CEO’s moment of truth

Andreas Bauer, Björn Bloching, Kai Howaldt and Alan Mitchell

Chapter 11 in Moment of Truth, 2006, pp 167-172 from Palgrave Macmillan

Abstract: Abstract Top-line growth, higher margins, greater competitive advantage: better brand management is not a complete answer to any one of these ever-present challenges, but it is part of the answer to all of them. Strategic brand management helps set the direction for the entire organization, orienting it positively towards markets and customers while also facilitating disciplined, effective execution. But the challenge of better brand management goes deep. Most brand management today is not strategic. Instead it’s plagued by common misunderstandings about how brands work and where superior margins come from. Phoney opposites continue to divert practitioners. Is marketing and branding a creative or analytic process? Is it just external gloss or a strategic input? Is it about appealing to people’s emotions or delivering hard, tangible product and cost benefits?

Keywords: Brand Management; Marketing Department; Great Brand; Tangible Product; Great Competitive Advantage (search for similar items in EconPapers)
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-20388-4_11

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DOI: 10.1057/9780230203884_11

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