What Are Brands Good For Harvard Case Solution & Analysis

Brands are an integral part of modern business. This is true in large part because of the remarkable performance of the brand in the "union" of consumers - reaching large numbers of people with a promise to deliver a clearly stated benefit that sets it apart from the competition. But the information revolution has undermined the logic of aggregation, the very source of the power of the brand. In fact, it is becoming apparent that in an information-rich environment, consumer disaggregation is much more efficient and profitable than aggregation. Using customized publications, e-mail, mail, Web sites and call centers, based on a common platform of information for consumers, companies demonstrate that they can effectively manage the behavior of consumers through two-way communication. Common core databases that each personalized interaction, regardless of the channel through which it occurs. And every interaction with a customer based consumer database, which will make future interactions even richer. The consequences of the information revolution to the role of brands in business are far-reaching. Many of the strategic and tactical tasks entrusted to brands can now be done better, at lower cost and with greater profit at consumer segments. And brand-oriented companies structure is not suitable for marketing initiatives based on the achievement of the segments or individual. In this changed environment, the author urges us to review the three main areas of brand management: consumer relationships, channel relationships, and brand management organization. It is based on detailed examples with Kraft, Procter & Gamble and Tesco. "Hide
by Niraj Dawar Source: MIT Sloan Management Review 9 pages. Publication Date: 01 Oct 2004. Prod. #: SMR151-PDF-ENG

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