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...