Make or buy the brand: strategic direction of brand management

摘要

By tradition, brand strategy has revolved around ownership and building equity through imposing a brand identity on the product or service offering. The underlying objective: to build strong brands (Aaker, 1996). For example, McDonald's brand can be described as a symbol (The Golden Arches) a product (burgers, fries, salads and wraps) a person (sincere and extrovert) and organizational core values (quality, service, cleanliness and value (QSC&V), McDonalds, 2014)).