Brand spanking

Abstract

Purpose

To relate the importance of branding – broadly defined, internal and external – to competitive strategy.

Design/methodology/approach

This is a viewpoint paper.

Findings

The ability to create and market a well‐understood image of one's product or company and its strategy – to one's customers, competitors, and employees – is essential to competitive strategy.

Originality/value

Relates a number of seemingly unrelated topics to arrive at a useful conclusion.

Citation

Marren, P. (2011), "Brand spanking", Journal of Business Strategy, Vol. 32 No. 2, pp. 53-55. https://doi.org/10.1108/02756661111109789