More questions than answers
Article Abstract:
Management of brands has become a highly difficult task for corporate managers. Understanding brand forecasting, brand architecture, and valuation of brands either from customer point of view or from the view of marketing, brand equity concerns, the impact of audience on brand sales and brand value, which are highly essential in brand management are discussed.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2004
User Contributions:
Comment about this article or add new information about this topic:
The new branding lingo
Article Abstract:
Brand managers should be trained on brand management. Brands and branding should be ingrained in them. Brand managers should be made to believe that they are managing not the company, but the brand. Methods on how to train the managers on brand management, are suggested.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: 2001's greatest hits and misses. The driving force. Never mind Ka's sales, see Ford's new image
- Abstracts: Rio's tough plan pays off. Rio riding high. The new WMC - a miner heads back to the surface
- Abstracts: Miners' costs pose threat to contractors. Big names, big losses. Metals industry starts whispering the B word
- Abstracts: The culprits behind the tax shemozzle. The GST guessing game. Shorten muddies the water
- Abstracts: Crashes? What crashes? The ghosts on the balance sheet. The margins of despair