Branding is more viewed as a creative part of business plan at consumer end than as a process of integrating the back-process to meet customers’ needs. Think otherwise. Have you ever given credit to your supply chain manager who continuously ensures that products meet technical and other specification and are available in the market “on-time”?
Branding program cannot be planned and executed in a solitary island. You need the whole physical, technical and human infrastructure of the organization to do that. Integrating your branding program with customers’ needs and wants sounds great. However, to achieve this end, a careful design of supply chain is mandatory. None in this world does make all of its products today. Raw materials, parts, accessories- even human resources can be outsourced. In a report published in 2012, Apple has listed about 156 suppliers of parts, accessories and assembly operators who contributed to 97% of Apple’s procurement expenditure. Imagine what would happen if only 5% of them say sorry in a fine morning, that they cannot deliver the accessories as per Apple’s designated time-frame! It would result in a chain reaction of delays in all the connected processes. Result? Sales loss. Companies who believe and practice branding, must design and develop their supply chain ecosystem to support their branding program. Otherwise, front-end people will have tough time dealing with the consequences of supply chain anomalies.