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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.

Author: Schultz, Don E.

Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2004

Measurement, Brand choice

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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.

Author: Schultz, Don E.

Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003

Personnel administration, Training, Managers

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Subjects list: Methods, United States, Product management

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