Brand management model

Giep Franzen

This article provides an overall representation of brand management models. It argues that a brand should be managed as a system which interacts with its environment, and emphasises a number of key elements for brand strategy: brand identity, brand meaning management, brand positioning and brand relationship building.

Brand management model

The brand management model is an overall representation of the author's views underlying The SWOCC Book of Brand Management Models.

A brand is managed as a system, which interacts with its environment. A brand survives and thrives by adapting to a changing dynamic environment. Developments in the world at large (the macro environment), in the particular market(s) (the micro environment), and in the branding organisation itself (the internal environment) force a brand to be alert, flexible, adaptive, and interactive.

Corporate brands are an expression and perception of everything an organisation is, says and does, and so...

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