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Branded Businesses

In: Redesigning Manufacturing

Author

Listed:
  • Michael Beverland

    (University of Bath)

  • Beverley Nielsen

    (Birmingham City University)

  • Vicky Pryce

    (Centre for Economics and Business Research)

Abstract

The previous chapter identified that the central means whereby UK manufacturers created value was through branding. On the face of it this seems obvious but also bold. The so-called average person in the street’s view of branding is that branding is nothing more than a pointless add-on, usually by marketing, intended to make us pay more than we would for often poor products. Such a view is echoed by no less than Sir James Dyson—the UK needs to move away from services such as marketing, branding and advertising, and return to making things. Unfortunately for Sir James, one cannot escape reputation or branding and his anti-branded strategy is one of the most powerful of all.

Suggested Citation

  • Michael Beverland & Beverley Nielsen & Vicky Pryce, 2015. "Branded Businesses," Palgrave Macmillan Books, in: Redesigning Manufacturing, chapter 5, pages 82-100, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-46522-1_5
    DOI: 10.1057/9781137465221_5
    as

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