New challenges in brand management (original) (raw)

New challenges in brand management Nuevos desafíos en la gesti on de marcas

2019

Purpose – This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brandmanagement. Design/methodology/approach – This is an editorial based mainly on an extensive and broad literature review on brandmanagement. Findings – First, this work defines some key brand management terms and presents brand-related issues and concerns that remain unchanged over time. Then it discusses some of the brand management-related matters that are changing since the past few years. Challenges for the management of brands from the side of the companies that have introduced them are then presented. It finally provides a glimpse of the five papers selected for this special issue and then identifies avenues for further research. Originality/value – This work and the whole special issue together help in the understanding of the dynamic nature of the management of brands over time with implications to the management and the a...

Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue

Journal of Marketing Research, 1994

Recent headlines in the popular press (e.g., "What's in a Name? Less and Less," "Brands on the Run," "Private Label Nightmare," "Marlboro Friday," "The Brand Leader's Dilemma") spell out the plight of brand or product management in today's tough competitive environment. Brand managers have been described as "murderers of brand assets" because such an important function typically has been left in the hands of relatively young, inexperienced managers, overloaded with analytical skills and often very short-term focused (Landler, Schiller, and Therrien 1991). The challenges posed by these conditions require a change in mindset as well as actions on the part of brand managers. These managers are challenged not only by the imperatives of the daily crises forced by customer and competitive market activities, but also by a need to think more strategically about the function of brand management itself. The purpose of this introduction, indeed of this special issue, is to examine issues affecting the state of brand management-the challenges as well as the opportunities. In addressing this objective, we adopt a broad perspective. The issues affecting brand management go beyond those that can be dealt with by the set of articles constituting the special issue. A broad perspective enables us to sketch some directions for research. We discuss problems and opportunities posed by major market forces and their implications for product management. We adopt a "systems" view, which considers brand management as adaptive, responding not only to the actions of competitors, final and intermediate customers, and other stakeholders, but also to its own past actions and reputation. We distinguish brand managers from brand management and discuss some possibilities for new ways of organizing the function. Furthermore, we try to offer some understanding of the' 'causes of causes." That is, rather than restricting ourselves, say, to dis-*Allan D. Shocker is the Curtis L. Carlson Professor of Marketing, University of Minnesota. Rajendra K. Srivastava is the Sam Barshop Professor of Marketing, Chair of the Marketing Department, and Charles LeMaistre Fellow at the IC2 Institute of the University of Texas at Austin. Robert W. Ruekert is an Associate Professor of Marketing, University of Minnesota. They served as coeditors for this special issue on Brand Management.

AN EXPLORATORY STUDY ON BRAND MANAGEMENT: CURRENT TRENDS AND FUTURE DIRECTIONS

Brands are perceived as valuable assets from both consumer and company perspectives. Business leaders are fully aware of the importance of brand, branding and brand management for their survival and maintaining sustainable development in competitive and globalized world. The importance of brand, branding and brand management is not only felt and experienced by corporate but even the countries, individuals and political parties are not untouched with this. This paper provides a synthesis of the fragmented literature on brand management that is organized under seven heads: different definitions on brand, layers of brand, importance of brand management, brand concept management, brand management models, current trends in brand management and conclusions. The ultimate section of the work that is future scope will open the path for future research in the area of brand, branding or brand management

The Routledge Companion to Contemporary Brand Management

Routledge eBooks, 2016

What ls a brand and how do we measure its market performance? 1 1 Brand definitions and conceptualizations: the debate 3 Francesca Dall'Olmo Riley 2 Measuring the ~rket performance ofbrands: applications in brand management 13 ]aywant Singh and Mark Uncles 3 Consumer-based brand equity 32 Sally Baalbaki and Francisco Guzman 4 Brand valuation: principles, applications and latest developments 48 Gabriela Salinas 5 Brands and the seif 68 Russell Belk 6 Brands and the society 79 Paurav Shukla 7 Dead brand walking: on the paradoxes and perversities of branding 92 Stephen Brown PART II Strategie brand management 107 8 Brand architecture design and brand naming decisions 109 C. U'han Park, Deborah]. Madnnis and Andreas B.

Brands and brand management

brands & brand management , 2018

This article elaborates on the subject of brands. The understanding of brands has changed along with the times and economic climate. The change requires companies to shift their thinking of brands from a marketing-oriented function to a guiding principle that involves every aspect of the organization. Modern brand thinking no longer revolves around tangible brand attributes such as logos and colors, these merely make up the visible brand. Every new brand need to position and brand itself as a company that can deliver significant added value for the customers, through expanding the service model of traditional advertising agencies. The brand includes the company to advocate transparency and diversity, Visible communication, and points of contact with the company. From the website to the office and the tangible products. Brands are required to be consistent and viable.

Brand Management: Research, theory and practice

"Without question, branding is a complex management area that deserves study from a variety of different perspectives and academic traditions. By providing a multi-disciplinary approach, this textbook provides a welcome and invaluable resource for thoughtful students, scholars, and practitioners who want to fully understand branding and brand management." Kevin Lane Keller, Tuck School of Business at Dartmouth "At last a book that cuts through the clutter about understanding brand and so clearly clarifies the brand concept. A book that superbly bridges the academic domain and enables practitioners use it to build brand equity." Leslie de Chernatony, Birmingham University Business School "We think this is an excellent treatment of our topic. Thorough and complete, yet concise and very readable. We love the design and structure, both with regards to the seven approaches, as well as to the four layers within each approach." All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Strategic Brand Management in the Market

2021

The modern market is characterized by ups and downs associated with both external negative influences and expectations, and with the structural restructuring of the market. The result of these transformations was the transformation of the methodological and practical foundations of the formation, functioning and development of marketing and advertising activities, the leading role among which is the development and management of the company's brand.The development and management of a brand, or the branding process in an enterprise should be strategic and holistic. The authors studied the theoretical basis for the development and promotion of a brand to the market and proposed directions for its improvement: an algorithm for creating a brand strategy and a comprehensive scheme for forming a strategy for the development and management of an enterprise brand. To assess the effectiveness of the brand management strategy, the authors proposed a system of indicators characterizing the...

Strategic Brand Management: Conceptual Basis

CHERKASY UNIVERSITY BULLETIN: ECONOMICS SCIENCES, 2020

The article substantiates the concept of strategic brand management, emphasizes on the direction of brand growth in the long-term prospects. The study discovers that this process involves planning, executing, controlling of marketing and branding strategies, applying for measures of building, measuring and evaluating of brand equity. The basic stages of the evolution of strategic brand management concepts have been formed, the functions and the basic principles of brand management have been discovered , the effective use of which provide the company with additional sales and profit maximization. Along with basic management functions such as planning, organization, leadership and control, brand management uses its own tools, including specific methods and principles, specific models, organizational forms of brand management. Emphasis is placed on the expediency of applying a set of specific methods implemented by specialists in the strategic, tactical, administrative and organizational management of company brands. Keywords: brand, branding, brand management, strategic management of a brand, brand management model, marketing strategy. Introduction. Today strategic brand management is used by companies to support and promote the brand and gain worldwide recognition. The brand activity in the long-run period. This includes an integrative and sustainable policy that helps companies to build, develop and manage their brands. Therefore, the role of strategic brand management and the evolution of generating, development of strategies continues to be relevant today. Literature review. Famous domestic and foreign scientists, such as D. A

Brands and Brand Strategies Managerial Considerations

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.