From remoteness to recognition: The role of brand management

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

For any product, the line which separates success and failure is typically a fine one. The attitude in some cases is that something which is good enough will sell itself through the positive word‐of‐mouth (WOM) it inspires. However, that philosophy is certainly risk‐laden and a positive outcome can never be guaranteed. Effective brand management will often hold the key in positioning the product and differentiating it from the competition.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2011), "From remoteness to recognition: The role of brand management", Strategic Direction, Vol. 27 No. 9, pp. 10-12. https://doi.org/10.1108/02580541111159593