Challenges and Opportunities of Brand Management and Brand Equality: A Competitive Edge

Abstract

Today, brands and other tangible assets represent a significant proportion of a company’s enterprise value. The traditional Approach to brand management is changing and their has been shift towards a new paradigm in the marketing organization .This emerging trend represents a more away from a system focuses on the individual brand manager, who is responsible for all the business activities that relate to ensuring the success of a specific brand. Branding identifies five major environmental forces affecting market behavior and suggests their implications for brand management. We pay some attention to interrelations among these forces and the proactive nature of brand management itself in helping shape them. Given dramatic changes in the competitive nature of product-markets and technology and their consequences in the evolving role of both distributors and facilitating organizations, it is understandable that decision processes and organizational structures used to make and implement ...