Brand management: Brand management

 

Key Account Management (KAM) has been transformed from a niche fad into a standard business practice. In many cases, KAM has grown into a structured activity or even a separate organisational function ...

Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and ...

Following content analysis of American and European grocery products which showed that few products have only one brand name on them and that directly competing firms vary in the corporate name strate ...

The content and intent of this paper are to propose and expose a structural model designed to help marketers and managers to clarify the logic lying behind a portfolio of brands, to fully understand t ...