A company has a brand whether they want it or not” is a popular adage for explaining the importance of branding as a discipline. And, according to a recent survey conducted by local branding firm Brandcell entitled ‘The State of Brand Management in Lebanon,’ it is one that may need to be more explicitly communicated to Lebanese businesses, organizations and institutions. “In Lebanon [branding] has become, by force, a need. But it hasn’t been easy and still it’s not easy. Branding is still largely misunderstood and unappreciated and very vague to the client,” said Abdo Saleh, executive design director at Brand Central. Brandcell’s survey polled 50 professionals — from marketing managers to chief executive officers to communications and public relations (PR) managers — to find out if they truly have a grasp of the illusive concept of branding and if it is properly integrated in both the perception and
