Earning the Right to Brand

Abstract

There have been changes in scenarios in which firms compete - consumers are more and more sophisticated, media and distribution channels have multiplied – thus requiring companies to develop their marketing strategies differently.
From a global perspective, for instance, creating, managing, and defending a brand is no longer exclusive role of manufacturers. Every player of the supply chain could have one.
The concept of brand has not exhausted its ability to attract new customers. On the contrary, brand strategy is still a marketing corner stone. Everyone who aspires to gain part of the value generated from the distribution channel will
always need brands, will need to know how to build them and will continue to do it in order to develop a relationship with the customer.