The concept of a brand (mark) was invented in the Middle Ages to offer credibility to a product. It was an innovative proposition that grew inexorably in meaning and in diversity to the present day.
Yet, somewhere along the end of the 20th Century, Mkt. managers somehow forgot the very simple concept that started it all, which is to say they forgot that brands have to do with credibility and assurance of quality.
For example: if your Nike sneakers are made in the same crappy Chinese factory as their pirated copy and Hewlett Packard doesn't really make their own computers anymore, they should at least ensure their customers that they'll get what they pay for.
The same is true for companies like Microsoft and the many first line Banks the world over. They are supposed to offer support to the products and services they offer to the general populace.
Instead, it is easier obtain post-sales support from the cutthroat sellers of counterfeit products and loan-sharks then it is to deal with the "big brands". Where's the credibility in that?
When the big brands forgo their commitment with their customers, it is time to question the doctrines of brand managers.
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