Exploring the Impact of Functional Silos in Achieving Brand Orientation

Abstract

Brands are widely recognised as important sources of competitive advantage. The concept of brand orientation has be used to assess the extent to which the whole organisation is orientated around the brand and thus the extent to which organisational resources are focused around maximising brand potential. Through a case study this paper documents how functional silos are associated with different mindsets that create barriers to the achievement of brand orientation. It concludes that the brand platform must be implemented meaningfully within each silo.