Revolution in Marketing Resource Allocation
- Topics:
- Brand Management,
- Marketing Strategy
- Tags:
- Allocation,
- Brand,
- Brand Management,
- Brand Management System,
- Branding,
- Marketing,
- Marketing Research,
- Montgomery Research Inc.
- Source:
- Montgomery Research
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Overview: This article assesses that multi-country and multi-category companies benefit from scale and resource but suffer from complexity. The traditional brand management system aggravates the issue of complexity. Companies are delegating the crucial tradeoff investment decisions two levels below where they should be. By not viewing the big picture, revenue growth is severely restricted. Brand managers, in this environment are, fine-tuning a system that is severely imbalanced. CEOs must recapture the agenda for top line growth by understanding category and country value priorities and investing marketing funds and innovation accordingly. The future will belong to brands and indeed Power brands, but management must balance the supporting infrastructure for these key corporate assets to return the maximum growth possible.
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Format: HTML | Date: Jun 2001 | Pages: 1
