Exploring the Impact of Silos in Achieving Brand Orientation

Richard I. Gyrd-Jones, Clive Helm, Jonas Munk

Research output: Contribution to journalJournal articleResearchpeer-review


Brands are widely recognised as important sources of organisational value. Brand orientation describes the extent to which the organisation is orientated around the brand and around maximising brand potential. However, silos or divisions within the culture of an organisation can frustrate the achievement of brand orientation. Through inductive analysis of a case study of an organisation implementing a major brand-revitalisation strategy, this paper demonstrates how, despite a strong brand vision and high level of management commitment, functional silos associated with different mindsets contributed to the failure of the new brand strategy. The paper concludes with recommendations for the brand platform to be implemented meaningfully and effectively within each silo.
Original languageEnglish
JournalJournal of Marketing Management
Issue number9-10
Pages (from-to)1056-1078
Publication statusPublished - 2013


  • Brand Orientation
  • Case Study
  • Functional Silos
  • Mindsets

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