Brand management – catalyst in current business

Nadejda Dimova

Economic Thought journal, 2013, issue 5, 122-140

Abstract: The role and importance of brand management in today's business are focused in this article. It emphasizes that developments in this area are related to changes on the overall management of the brands and how they are controlled by managers. There are also myths about brand managers, building strong brands by ordinary users as well as the conditions for brand management and professional qualities of the brand management.

JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:bas:econth:y:2013:i:5:p:122-140

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