IDEAS home Printed from https://ideas.repec.org/a/sym/journl/3y2001i1.html
   My bibliography  Save this article

Earning the Right to Brand

Author

Listed:
  • David Court

    () (McKinsey)

  • Anthony Freeling

    () (McKinsey)

  • Mike George

    () (McKinsey)

Abstract

There have been changes in scenarios in which firms compete - consumers are more and more sophisticated, media and distribution channels have multiplied - thus requiring companies to develop their marketing strategies differently. From a global perspective, for instance, creating, managing, and defending a brand is no longer exclusive role of manufacturers. Every player of the supply chain could have one. The concept of brand has not exhausted its ability to attract new customers. On the contrary, brand strategy is still a marketing corner stone. Everyone who aspires to gain part of the value generated from the distribution channel will always need brands, will need to know how to build them and will continue to do it in order to develop a relationship with the customer.

Suggested Citation

  • David Court & Anthony Freeling & Mike George, 2001. "Earning the Right to Brand," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Brand E.
  • Handle: RePEc:sym:journl:3:y:2001:i:1
    as

    Download full text from publisher

    File URL: http://webdepot.gsi.unimib.it/symphonya/RePec/pdf/symjournl3.pdf
    File Function: First version, 2001
    Download Restriction: no

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sym:journl:3:y:2001:i:1. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Niccolo Gordini). General contact details of provider: http://www.unimib.it/symphonya .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.