TY  - JOUR
AB  - 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.
VL  - 27
IS  - 9
SN  - 0258-0543
DO  - 10.1108/02580541111159593
UR  - https://doi.org/10.1108/02580541111159593
PY  - 2011
Y1  - 2011/01/01
TI  - From remoteness to recognition: The role of brand management
T2  - Strategic Direction
PB  - Emerald Group Publishing Limited
SP  - 10
EP  - 12
Y2  - 2024/04/24
ER  -