Core Viewpoint - Major companies are undergoing a "brand retreat," integrating brand departments into public relations or marketing divisions, indicating a decline in the strategic importance of brand management [3][5][13]. Group 1: Brand Department Changes - A significant trend is the dissolution of independent brand departments, with companies like JD and 360 merging these functions into marketing or public relations, reflecting a shift towards efficiency and cost-cutting [3][5][6]. - In 2024, only 40% of Fortune 500 companies will retain a CMO position, with many opting for roles like SVP or VP, indicating a broader trend of integrating brand functions into other roles [5][6]. - The brand function is increasingly being aligned with business objectives, focusing on growth metrics like ROI and conversion rates, rather than maintaining a standalone identity [7][12][13]. Group 2: Brand and Public Relations Integration - Companies are merging brand and public relations functions to create a unified communication strategy, emphasizing the importance of managing corporate identity and social perception [16][20]. - The integration of brand functions into public relations is seen as a response to the heightened risks associated with brand reputation in a rapidly changing media landscape [20][21]. - Public relations professionals, often with backgrounds in traditional media, are becoming crucial in managing brand narratives and responding to public sentiment, contrasting with the more aesthetic-focused brand marketers [18][19]. Group 3: Long-term Brand Strategy - While short-term efficiency gains from merging brand functions with business lines are evident, there are concerns about the long-term implications for brand equity and consumer trust [14][15][28]. - Companies must balance immediate performance metrics with the need to build lasting brand value, as neglecting brand development can lead to vulnerabilities in competitive environments [14][15]. - The evolving landscape requires brands to be seen as a collective effort across various departments, rather than the responsibility of a single team, highlighting the need for cohesive brand management [26][30][31].

Core Insights - Major companies are undergoing a significant organizational shift by integrating their brand departments into public relations, leading to the elimination of high-level CMO positions [1][3][4] - This trend reflects a broader movement where brand functions are being merged with other roles or departments, indicating a decline in the strategic importance of standalone brand management [4][5][12] Group 1: Organizational Changes - Companies like JD.com and 360 have recently dissolved their brand departments, citing efficiency and cost-cutting as primary reasons [3][4] - The report from Spencer Stuart indicates that only 40% of Fortune 500 companies will retain CMO positions in 2024, down from 357 in 2023 to 329 [4] - The trend shows a shift towards embedding brand functions within business lines or public relations systems, emphasizing the need for brands to directly contribute to business growth [4][5][12] Group 2: Brand Function Evolution - The integration of brand functions into business lines is often justified by the need to align with growth metrics such as conversion rates and ROI [7][10] - The distinction between "mind brands" and "channel brands" highlights the ongoing struggle between long-term brand value and short-term sales tactics [9][10] - Companies are increasingly prioritizing immediate sales results over long-term brand equity, which may lead to vulnerabilities in brand perception [10][12] Group 3: Public Relations Integration - The merging of brand and public relations functions is becoming common, as companies recognize the importance of managing their external image and societal context [16][20] - Public relations professionals, often with backgrounds in traditional media, are now taking on roles that require both brand storytelling and crisis management [19][20] - This shift indicates a growing recognition that brand management is not just about marketing but also about maintaining trust and reputation in a complex social environment [20][30] Group 4: Future of Branding - The future of branding is seen as a collective effort across various departments rather than the responsibility of a single team [27][30] - Companies must navigate the challenges of decentralized brand management, ensuring consistent messaging and accountability across all touchpoints [29][30] - The focus is shifting from merely creating a polished image to building a credible and stable brand presence that can withstand scrutiny and change [30][31]