The marketing strategies for successful branding and positioning require management support. The retailers need to highlight the importance of a management focus on the marketing strategy. The major decisions from the development of the marketing strategy to the implementation and the execution of the brand activation and the advertising campaigns are all made by the senior management of the retailer. As a result the senior managers need to take an active part in the brand building process.
“Senior managers must make building the brand an integral part of how they think about the business, whether they are deciding what their target segments will be or how to speak to customers.” (Henderson & Mihas, 2000) Brand building efforts as a result require the significant contribution of the senior management to be successful at achieving its goals and objectives.