Brand Equity
...t ”° good”± decisions about the brand will always occur, it should increase the likelihood that they do and, if nothing else, should at least decrease the likelihood that ”°bad”± decisions about the brand will be made. Embracing the concept of branding and brand equity, many firms have launched task forces to consider how the concept can be best factored into the organization. Interestingly, perhaps one of the biggest threats to brand equity comes from within the organization and the fact that too many marketing managers for too many brands remain on the job for only a limited period of time. As a result of these short-term assignments, marketing managers may adopt a short-term perspective, leading to an overreliance on ”° quick fix”± sales-generating tactics such as line and category extensions, sales promotions, and so on. Because of a lack of understanding and appreciation of the brand equity concept, some critics maintain that these managers are essentially running the brand ”° without a license”±. To counteract these and other potential forces within an o...