Make or buy the brand: strategic direction of brand management

Abstract

Purpose

The purpose of this paper is to unfold the strategic direction of different brand management paradigms.

Design/methodology/approach

The paper is based on comparison between diverse brand management paradigms.

Findings

A make or buy approach to brand management eventually allows for an improved integration of brand strategy with business strategy, compared to more traditional approaches.

Practical implications

The perspectives and ideas discussed may potentially encourage a more entrepreneurial and business oriented approach to brand management.

Originality/value

The value of this paper emerge from the juxtaposition of different approaches to brand management, unfolding alternative approaches to the integration of brand and business strategy.

Citation

Uggla, H. (2014), "Make or buy the brand: strategic direction of brand management", Strategic Direction, Vol. 30 No. 3, pp. 1-3. https://doi.org/10.1108/SD-01-2014-0001