Genetic Familiarity: The Brand in Search of its Roots

Michele Fioroni and Garry Titterton

Chapter Chapter 6 in Brand Storming, 2009, pp 48-55 from Palgrave Macmillan

Abstract: Abstract According to a simplified definition, a brand represents the relationship which is established between the consumer and the company. This idea implies that brand planning must involve tout court the entire organization of the company and not be the exclusive prerogative of the marketing department, as often seems to happen in the workings of a large number of firms. In fact, in many companies the management still continues to believe that defining brand strategy is something to be done in the secret rooms of the marketing department. This is an extremely shortsighted view which decreases the brand’s competitive capacity.

Keywords: Organizational Model; Marketing Department; Talented People; Great Brand; Brand Strategy (search for similar items in EconPapers)
Date: 2009
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DOI: 10.1007/978-0-230-23351-5_6

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