Adapt the Master Brand to Silo Markets
Synopsis
Standardizing the brand and supporting marketing programs across all silos of an organization facilitates consistency in look, feel, and message. In addition, the chances of creating synergistic marketing programs will be enhanced, and the organization will be more likely to rally around the brand promise. However, there are situations in which a standardized brand is not optimal or even feasible because it cannot deliver a winning position in a silo market. In that case, there needs to be a process to adapt a master brand so that it has traction in each silo market while maintaining consistency to its core values.
- Derechos de autor:
- 2008 HBS Press
Book Details
- Book Quality:
- ISBN-13:
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 2016-08-03T00:47:55Z
- Idioma:
- English
- Categorías:
- Usage Restrictions:
- This is a copyrighted book.