Brand Basics & Scope

Oliver Vogler ()
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Oliver Vogler: ISM International School of Management GmbH

Chapter 1 in Brand Management, 2026, pp 3-23 from Springer

Abstract: Abstract This chapter comprehensively introduces the concept of branding within The Brand Management Clock Face framework. It begins by defining what constitutes a brand, outlining the key benefits brands offer, and presenting an overview of the global universe of leading brands. The discussion then examines how different go-to-market approaches (B2B, B2C, and D2C) affect the scope of a brand. It also explores the role of the price pyramid in shaping segmentation strategies within brand management, discusses the impact of internationalization on branding, and highlights the challenges and opportunities that arise when businesses expand across borders. Furthermore, the chapter addresses the distinctions and interdependencies between corporate and product brands. Finally, it emphasizes the special role of employer branding, elaborating on key touchpoints along the employee journey that influence a company’s ability to attract and retain talent.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-50245-4_1

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DOI: 10.1007/978-3-658-50245-4_1

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