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Positioning and branding your organisation

Simon Knox (Professor at the Institute of Advanced Research in Marketing, Cranfield School of Management, Cranfield University, Cranfield, UK)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 March 2004



Opens by exploring the changing relationship between customer value and how it has been traditionally interpreted within the organisation. Business leaders today acknowledge that the traditional 4Ps approach to brand marketing needs to be transformed in order to realise a broader vision of customer value across the organisation. Argues that it is the business leader who should be leading this transformation, as manager of the organisation's brand and its values, as well as challenging the marketing department to redefine its role as brand custodians. Outlines a framework which enables senior management to develop superior customer value through branding and positioning their organisation and to deliver this value through its business processes. Uses practical examples to illustrate the use of this framework and concludes by considering whether or not the traditional marketing department is acting as a barrier when it comes to positioning and branding their organisation.



Knox, S. (2004), "Positioning and branding your organisation", Journal of Product & Brand Management, Vol. 13 No. 2, pp. 105-115.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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