Brand Governance & Steering

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

Chapter 8 in Brand Management, 2026, pp 151-162 from Springer

Abstract: Abstract To ensure consistency, strengthen recognition, and communicate a unified brand identity across all interactions, effective brand governance is essential. In fact, brand governanceBrand governance has become an increasingly critical issue for organizations seeking to build, maintain, and enhance strong brands. This growing importance is largely driven by the challenges and risks brands face in today’s complex and competitive environment.

Date: 2026
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DOI: 10.1007/978-3-658-50245-4_8

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