Abrand is often managed as if it was a single process with commonly known elements like brand promise, customer benefits, reason why and brand personality. What if everybody looks at brand management in the same way and use the same methods? Competing becomes harder as everyone manages its brands in the same manner.
We think a brand can be managed on various levels. Functioning well on one of them doesn’t make it a champion in all of them. Brand managers may never realize what is missing, because their thinking about brand is limited to one level only and based on one, preferred brand model.