Managing the Brand for Outstanding Performance
Brand management is changing. Increasingly it is recognised that managing the brand and managing the business are the same thing. The key to outstanding business performance is attaining a company-wide customer focus that evolves as the customers' needs and tastes evolve, developing a corporate culture that focuses all the delivery and support functions on meeting customers' needs.
This requires managers to adopt a highly integrated way of thinking in which goals, systems, information and performance indicators are shared buy all the functions of the business, rather than isolated in the traditional departmental silos of marketing, HR, finance, IT and production... To read the rest of this article click here
Article by courtesy Market Research Portal BrandEnergy Research