Brand spanking
Abstract
Purpose
To relate the importance of branding – broadly defined, internal and external – to competitive strategy.
Design/methodology/approach
This is a viewpoint paper.
Findings
The ability to create and market a well‐understood image of one's product or company and its strategy – to one's customers, competitors, and employees – is essential to competitive strategy.
Originality/value
Relates a number of seemingly unrelated topics to arrive at a useful conclusion.
Keywords
Citation
Marren, P. (2011), "Brand spanking", Journal of Business Strategy, Vol. 32 No. 2, pp. 53-55. https://doi.org/10.1108/02756661111109789
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited