Brand scope

David C. Garrison

This paper calls for a common approach to the brand involving all elements across an organisation. The author emphasises a sense of community surrounds products that are consistent in their message.

brand scope

David C. GarrisonDartmouth College

In reviewing notes for this piece, I am struck by the sheer scope of what we call a brand. Whether an organization actively supports it or not, from advertising to operations, brand permeates all of its activities. A company's choice to go with a particular ad campaign, for example, adds and reflects a nuance to the brand, as does the company's decision to develop an alliance with one supplier over another or, I would argue, to offer its employees four weeks holiday instead of two. This is the power of branding. It is...

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