Using DAM to protect and empower the UPS brand

Kelly Pepper, Melanie Maxwell and Julie Lasalle

Journal of Digital Media Management, 2014, vol. 3, issue 1, 17-22

Abstract: What is the value of protecting a brand? It is critical for any company today to ensure that its brand is protected while investigating solutions to help build and strengthen brand equity. This paper details how UPS leverages its digital asset management (DAM) system as a crucial component of brand management. DAM delivers a solution to help protect the UPS brand through controlled accessibility and provides brand consistency globally. By engaging users, both external and internal, DAM allows UPS to control who has access to its brand, how it is leveraged and its exposure.

Keywords: brand management; digital asset management; brand value (search for similar items in EconPapers)
JEL-codes: M11 M15 (search for similar items in EconPapers)
Date: 2014
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