Are brands good for Britain?
Tim AmblerLondon Business School
Executive Summary
Most of the objections to brands turn on different expectations of what life should offer. The corporations that own brands are under fire from some quarters: not the concept of brands. So far as economic and social welfare are concerned, brands provide consumer benefits of three kinds: economic (value for money), functional (quality) and psychological (personal satisfaction).
On the other side, British companies do not fully recognise the importance and significance of brands. Marketing is the business of understanding and liberating the sources of cash flow. Brand equity...