Building brands: The decision points
Satish PaiDEKA Marketing Research, Indonesia
The first battlefield that a brand faces is not the marketplace or the mind of the consumer, it's within the company! This includes pushing for resources: from a share in production lines, negotiations for shelf space and facings, bundlings etc. along with the overall approval on budgets for marketing – both ATL and BTL. All brand managers need to build a strong convincing case for their brand plans to see the light of the day.
And if you thought life was difficult for the brand manager, think about the...