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...