Brand Management


This concept has been designed to equip marketing professionals with the knowledge necessary to successfully manage brands within their organisations. It discusses the main principles of brand management and reviews the technique’s constraints and benefits.

Technique Overview

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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Business Evidence

Brand Management Strengths *

Brand Management Weaknesses *

Examples of Brand Management *

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Business Application

Brand Management Implementation *

Success Factors of Brand Management *

Measures of Brand Management *

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Professional Tools

Brand Management Videos *

Brand Management Downloads *

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Further Reading

Brand Management Web Resources *

Brand Management 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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