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Genetic Familiarity: The Brand in Search of its Roots

In: Brand Storming

Author

Listed:
  • Michele Fioroni
  • Garry Titterton

Abstract

According to a simplified definition, a brand represents the relationship which is established between the consumer and the company. This idea implies that brand planning must involve tout court the entire organization of the company and not be the exclusive prerogative of the marketing department, as often seems to happen in the workings of a large number of firms. In fact, in many companies the management still continues to believe that defining brand strategy is something to be done in the secret rooms of the marketing department. This is an extremely shortsighted view which decreases the brand’s competitive capacity.

Suggested Citation

  • Michele Fioroni & Garry Titterton, 2009. "Genetic Familiarity: The Brand in Search of its Roots," Palgrave Macmillan Books, in: Brand Storming, chapter 0, pages 48-55, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23351-5_6
    DOI: 10.1007/978-0-230-23351-5_6
    as

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