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Brand Management

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Brand Management Definition

Brand management refers to the systems that organisations employ to manage and grow the value of their brands (Low & Fullerton, 1994). This involves optimising the 'marketing mix' (also in BusinessBrief) for a branded product or service.

Brand Management Description

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Brand Management Examples

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Brand Management Implementation

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Brand Management Strengths

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Brand Management Weaknesses

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Brand Management Value Focus

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Brand Management Life Cycle

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Brand Management Sector Focus

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Brand Management Web resources

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Brand Management Print resources

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Brand Management References

  • Berthon, P., Hulbert, J. M. and Pitt, L. F. (1999) Brand management prognostications, Sloan Management Review, Vol. 40 (2) pp. 53-65.
  • Collier, R. B. (1964) The Product Management Concept in Marketing, in The Marketing Concept in Action: Proceedings of the 47th National Conference,
  • De Chernatony, L. (1996) 2001 - The Brand Management Odyssey, Journal of General Management, Vol 21 (4), pp.15-30.
  • Desmet, D., Finskud, L., Glucksman, M., Marshall, N.H, Reyner, M.J and Warren K. (1988) The End of Voodoo Brand Management, McKinsey Quarterly, No. 2.

There are up to fifteen original source references used to write the overview of Brand Management. Please log in or subscribe to view the original source material our researchers used to write about this concept.

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Get the knowledge that you need on Brand Management, get it quickly. From Brand Management definition, description to lifecycle and value focus. Find out strengths and weaknesses with Brand Management examples and case evidence. Need more than just an overview of Brand Management? KnowledgeBrief have approved resources on the internet and in print on top of the list of up to 15 references used to write our concept overview

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