Abstract:

This paper deals with three linked topics and their accompanying hypotheses: 1. Strategic Implications for Branded Companies in the Single Market: -Corporate strategy will replace an add-up of brand objectives -Market segmentation will increase significantly in the Single Market -Continental expansion in Europe will need a really long-term strategy. 2. Structural Implications of European Brand Development: -The Single Market will demand fundamental organisational change by companies -Brand management is in process of disappearing -Market structure will provide less space for manufacturer branding. 3. The Challenge for Successful European Brand Development: -Common branding across countries will be very slow to develop -Polarisation will continue to strengthen for both manufacturers and retailers -Only the large players in the Single Market will prevail.