Representational brands and functional brands: the strategic implications of the difference

Gill McWilliam and Leslie de Chernatony

Discusses various meanings given to the term 'brand' and the confusions which can result for marketers.

Representational Brands and Functional Brands: the Strategic Implications of the Difference

Gil McWilliam Imperial College andLeslie De Chernatony Cranfield School of Management

At long last companies are beginning to realise the value of brands and consider them as assets to appear in the balance sheet. IDV1 has led the way and others are following suit. We are also witnessing the acknowledgement of the strategic value of brands in mergers and takeovers, such as Nestle’s recent bid for the Rowntree treasure trove of confectionery brands.

With all this, together with the increasing share of packaged...

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