The responsibility for protecting and promoting your product or company brand is often thought to be generally held by the Marketing Department. But in reality the Supply Chain organization has an enormous role to play as the Supply Chain can positively or negatively impact your brand in many significant and different ways.
One of the most pronounced examples of the role of the Supply Chain in serving and protecting your brand is found in the story of Target Canada. Faced with unprecedented plans for expansion in Canada Target had to close its entire operation only two years after beginning operations.
The performance of the Supply Chain was a central element leading to this massive failure and damage to the Target brand.