The future has arrived
Does Branding Pay?
Ian DavisKcKinsey & Company, UK
Branding is alive and well, but in many instances branding power has shifted from the manufacturer to the retailer, and in certain markets and circumstances it may be more profitable for the supplier to concentrate on products rather than on brands. For manufacturers with a genuine competitive advantage, branding will continue to pay as a commercial investment: for others it will not, and they should reshape their business accordingly.
Many people in the consumer goods world seem to believe that branding is under intense pressure and...