THE IMPLEMENTATION OF CORPORATE GOVERNANCE INTO BRAND MANAGEMENT

Claudia- Cristina Ploscaru, Claudiu-Cătălin Munteanu and Dorian-Laurenţiu Florea
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Claudia- Cristina Ploscaru: Faculty of Mechanical Engineering, University of Craiova
Claudiu-Cătălin Munteanu: Faculty of Marketing, The Bucharest University of Economic Studies
Dorian-Laurenţiu Florea: Faculty of Marketing, The Bucharest University of Economic Studies

SEA - Practical Application of Science, 2014, issue 5, 527-532

Abstract: Integrating corporate governance into brand management is fundamental for protecting shareholders, considering the increasing importance of brands in firms’ performance and the dissociation between shareholders and managers in most large and medium firms. This paper designs a corporate governance system model on a brand level, which takes into account preventive, simultaneous and retroactive governance. Moreover, we highlight the importance of transition management when changes to brand management come into question. Finally, we propose six corporate governance instruments for brand management: performance indicators, the brand marketing plan, periodic reports, the brand council, brand audit, and transition management.

Keywords: Brand management; Corporate governance; Brand equity (search for similar items in EconPapers)
JEL-codes: G34 M31 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:cmj:seapas:y:2014:i:5:p:527-532

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