Overcoming Common Brand Problems - 38

A list of brand management's 40 most common brand problems would not be complete without...

Common Brand Problem Number 38: No person or department has responsibility for the brand. It lacks internal mindshare, supervision, and management.

Analysis: Fortunately, fewer and fewer organizations experience this problem these days. At a minimum, most have assigned a brand manager or a brand management department.

Key Point: The complexity of the brand management task makes it very difficult to develop a powerful brand in the absence of a brand management mindset and function.

Sponsored by: The Brand Positioning Workshop