International Journal of Physical Distribution & Logistics Management

Purpose – The purpose of this paper is to address the question: how are members of the value chain aligned to a common goal? It attempts to demonstrate that the brand is the one mechanism that unites both the supply and demand sides of the value chain.

Design/methodology/approach – Mission, vision and transaction models are critically evaluated as aligning mechanisms to the value chain. Illustrating that transaction model with an e-procurement example it is argued that all approaches are deficient in aligning stakeholders, particularly customers. In stressing the sociotechnical qualities of the supply chain, it is argued the brand is the only common element to the entire demand chain.

Findings – Brand strategy management should be both a demand and supply chain priority, in contrast to its general demand chain focus.

Research limitations/implications – There needs to be empirical demonstration of the role that the brand plays in value chain dynamics, particularly the behaviour of participants in the supply chain.

Practical implications – The responsibilities of marketing management become more focussed on to the requirements of the supply chain.

Originality/value – While the role of the brand in the consumer and customer markets has been widely discussed its importance as a value chain coordinating mechanism is highlighted in this paper.