Brands and Brand Strategies Managerial Considerations (original) (raw)

In consumer marketing, brands often provide the primary points of differentiation between competitive offerings, and as such they can be critical to the success of companies. Hence, it is important that the management of brands is approached strategically. Brands play a critical role in a firm's international expansion. A coherent international brand architecture is a key component of the firm's overall international marketing strategy as it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and rationalize the firm's international branding strategy. This paper is a review of the brand literature and his aim is to examine the brand concepts developed by management and the dynamic nature of brands in terms of changing brand strategy and increasing consumer sophistication.