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The expanding role of intangible assets of the brand

Suraksha Gupta (Brunel Business School, Brunel University, London, UK)
Susan Grant (Brunel School of Engineering and Design, Brunel University, London, UK)
T.C. Melewar (Brunel Business School, Brunel University, London, UK)

Management Decision

ISSN: 0025-1747

Article publication date: 20 June 2008




The objective of this paper is to highlight the human representatives of the brand (brand relationship representatives), as an important enabler in achieving effective supply chain synchronization via the transfer of information on product availability and planned promotions between the brand and resellers in business‐to‐business markets, and therefore ultimately an influence in achieving customer requirements.


The study is based on integration of theories from marketing, psychology and operations management.


The findings indicate that brand representatives when linked to reseller for developing satisfaction becomes a motivating factor. This results in an effective and synchronized supply chain process for the organization.

Research limitations/implications

The theory developed after a review of literature, should be tested using triangulation method as it will provide deeper analysis to both academic researchers and practitioners.

Practical implications

This theoretical research tries to investigate the affects of brand representation on resellers in a business‐to‐business setting. It can support the practitioners in the planning and operational stages of their marketing communication campaigns for an effective and synchronized marketing and supply chain process.


The application of this paper is based on the model of brand‐reseller relationship of strong brands and contribute to the literature as theories available on the subject are limited.



Gupta, S., Grant, S. and Melewar, T.C. (2008), "The expanding role of intangible assets of the brand", Management Decision, Vol. 46 No. 6, pp. 948-960.



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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