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Common Brand Problems

Overcoming Common Brand Problems – 16


Overcoming Common Brand Problems

Have you experienced #16 in our countdown of the 40 Most Common Brand Problems?

Common Brand Problem Number 16: Treating brand management primarily as “logo cops”

Analysis: Often the current power structure within an organization will try to put a new brand management function in this “box,” out of ignorance or as a way to minimize or negate a power shift.

Key Point: As you now know, the brand management function has responsibilities far beyond brand identity management. It is multi-faceted, affecting all of marketing and much of the rest of the enterprise. For this reason, it is important that the brand management function exist at a high level in the organization structure. It is also important that the organization’s senior executives understand and support this scope of responsibility.

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Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education

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