When branding gets personal: Big names who stamp identity on their companies

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

While branding, in all its varied manifestations, is a tool with which to strengthen the organization's positioning in the market there is a danger in creating a brand which not only fails in that aim but does real damage. Companies' attempts to eliminate or weaken low‐cost rivals by launching a “fighter brand” have led to success for some, but a trail of wreckage for others.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Social implications

This briefing provides insights on the cultural environment and changes that need to occur to implement innovation planning methods within large enterprises.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2010), "When branding gets personal: Big names who stamp identity on their companies", Strategic Direction, Vol. 26 No. 4, pp. 28-31. https://doi.org/10.1108/02580541011031450