Building brands: The decision points

This essay explores some of the ways digital advances are changing how brands are built, arguing that to secure its future brands should focus on above-the-line advertising.

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...

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