|
Brand managers are responsible for building brands. Their success is measured by the forward motion or 'momentum' of the brand. Momentum is a force. If it is managed, it will yield competitive advantage. If not, it will lead to brand dilution.
Contributor: Joe Benson and Bret Kinsella
|
|
This discussion briefly covers what brands are, traps that organizations fall into, and common mistakes made when launching or rebranding products or services. Specific brand dilution errors are identified and attributed to some high profile companies. In most cases, brand management takes a back seat to top-line revenue and financial metrics. In the three examples provided, management ignored the basics of branding and paid an exorbitant price for doing so.
Contributor: Bill Nissim
|
