Managing the Brand

Abstract

The principles of managing the brand have not changed during the thirty years I have been involved in the process. Given the level of marketplace change that has occurred, this might seem surprising. What has changed, however, is the capacity of some of our best companies to understand and implement those principles. A range of insistent pressures has made it difficult for some of the outstanding marketing performers of western business to maintain and develop their value systems, their mission statements and their strategies. Inevitably, this has been reflected in uncertainty of purpose in the management of brands and in these same companies’ stated views of their own achievement of best marketing practice.