Strategic Brand Management Process

Abstract

More and more firms and other organizations have come to the realization that one of their most valuable assets is the brand names associated with their products or services. In an increasingly complex world, individuals and businesses are faced with more and more choices, but seemingly have less and less time to make those choices. The ability of a strong brand to simplify consumer decision-making, reduce risk, and set expecta-tions is thus invaluable. Creating strong brands that deliver on that promise and main-taining and enhancing the strength of those brands over time is thus a management im-perative.