Journal of Management Research

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New Paradigm in Evolving Brand Management Strategy


Affiliations
1 Institute of Marketing & Management Qutub Institutional Area, New Delhi 110016
2 Institute of Marketing & Management Qutub Institutional Area, New Delhi 110016
     

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With globalization, liberalization, removal of trade barriers and super-competitiveness in the business environment, branding and brand management have become critical to cope with the competition as well as for survival. The paper highlights some of the new paradigms required for the corporate world to evolve a proper mix of appropriate brand management strategies to cope with the emerging trend of super competitiveness in a perfect market. For a comprehensive understanding and giving a fair treatment to the subject, the core areas of brand management strategy, encompassing brand characteristics, brand equity, brand stretching and extension, challenges to brands, brand reputation and recognition, brand licensing, positioning of global brands, researches on brand positioning, brand valuation, brand portfolio rationalization and brands long-term sustainability in a shifting paradigm, have been discussed in the paper.

Keywords

Brand Management Strategy
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  • New Paradigm in Evolving Brand Management Strategy

Abstract Views: 767  |  PDF Views: 1

Authors

A. N. Sarkar
Institute of Marketing & Management Qutub Institutional Area, New Delhi 110016
Jagjit Singh
Institute of Marketing & Management Qutub Institutional Area, New Delhi 110016

Abstract


With globalization, liberalization, removal of trade barriers and super-competitiveness in the business environment, branding and brand management have become critical to cope with the competition as well as for survival. The paper highlights some of the new paradigms required for the corporate world to evolve a proper mix of appropriate brand management strategies to cope with the emerging trend of super competitiveness in a perfect market. For a comprehensive understanding and giving a fair treatment to the subject, the core areas of brand management strategy, encompassing brand characteristics, brand equity, brand stretching and extension, challenges to brands, brand reputation and recognition, brand licensing, positioning of global brands, researches on brand positioning, brand valuation, brand portfolio rationalization and brands long-term sustainability in a shifting paradigm, have been discussed in the paper.

Keywords


Brand Management Strategy

References