Requirements of Growth-Oriented Brand Management

Ralph Krüger and Andreas Stumpf
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Ralph Krüger: AMC GmbH & Co.KG
Andreas Stumpf: AMC GmbH & Co.KG

Chapter Chapter 2 in Brand Growth Barriers, 2013, pp 15-31 from Springer

Abstract: Abstract Before looking at the Brand Growth Barrier Model and its advantages, we need to understand the flaws in today’s popular approaches to brand management. This will help us identify the key requirements a model for growth-oriented brand management must meet. Several ideas presented in this chapter will strike you as new and inspiring. Some you may have thought about already, but not found a satisfying solution yet. If you come away from this chapter with the impression that your brand management challenges are even bigger than you thought – that’s fine. You will find answers to your (new) questions in the next chapter.

Keywords: Construction Site; Brand Position; Private Label; Brand Awareness; Brand Management (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-642-37108-0_2

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