Brand Management

Brand Management Definition

Brand management refers to the systems that organisations employ to manage and grow the value of their brands (Low & Fullerton, 1994).

Brand Management Description *

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Strengths, weaknesses and examples of Brand Management *

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Implementation, success factors and measures of Brand Management *

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Brand Management videos and downloads *

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Brand Management web and print resources *

Brand Management references (4 of up to 20) *

• Aggarwal, S. (2008) Brand Management: A Theoretical and Practical Approach. Global India Publications.
• Burmann, C., Zeplin, S. and Riley, N. (2009) Key Determinants of Internal Brand Management Success: An Exploratory Empirical Analysis. Journal of Brand Management, Vol.16(4), pp.264-284.
• Clifton, R. and Simmons, J. (2009) Brands and Branding. Economist Books. Bloomberg.
• de Chernatony, L. (1996) The Brand Management Odyssey. Journal of General Management, Vol.21(4),pp.15-30.

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