The death of brand deference: can brand management stop the rot?

Simon Knox (Institute for Advanced Research in Marketing, Cranfield School of Management, Cranfield, Bedford, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 1 December 1996

Abstract

Describes how brand management is becoming a team‐based activity, undertaken by senior managers from different backgrounds. While this results in a more experienced team, there is a likelihood that perceptions about the nature of the brand may differ between individuals due to large quantities of information presented and perceptual processes. New brand taxonomies, in particular those from DMB&B and Young & Rubicam, help managers quickly appreciate the nature of their brand and thus the most appropriate strategies. These taxonomies can be a useful mechanism for surfacing diversity among the brand’s team, and helping achieve a more coherent implementation of brand strategy. Presents a process to identify and resolve any diversity among the brand’s team.

Keywords

Citation

Knox, S. (1996), "The death of brand deference: can brand management stop the rot?", Marketing Intelligence & Planning, Vol. 14 No. 7, pp. 35-39. https://doi.org/10.1108/02634509610152691

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Publisher

:

MCB UP Ltd

Copyright © 1996, MCB UP Limited

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