Brand Management

Emmanuel Mogaji ()
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Emmanuel Mogaji: Keele University

Chapter Chapter 6 in Strategic Marketing Management, 2025, pp 137-173 from Springer

Abstract: Abstract This chapter explores the multidimensional nature of brand, branding, and brand management, emphasizing the critical role of brand reputation in today’s transparent and competitive marketplace. Using the Brand House Model as a conceptual anchor, the chapter begins by unpacking the internal foundations of purpose, ethics, and brand philosophy, before examining how these translate into visible brand identity, customer experiences, and market perceptions. It then explores ethical branding, ESG commitments, brand integration, and brand architecture. A particular focus is given to brand reputation, how it is built, maintained, and safeguarded through internal culture, stakeholder engagement, and crisis preparedness. Real-world case studies and reflective activities guide readers in applying theory to practice. The chapter concludes by highlighting how strong brand management goes beyond logos and slogans, requiring strategic alignment, cross-functional cooperation, and continuous reputation monitoring to ensure long-term trust and relevance.

Keywords: Leadership; Brand perception; Cross-functional collaboration; Organizational culture; Reputation management (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-99367-1_6

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DOI: 10.1007/978-3-031-99367-1_6

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