Brand Management

Torsten Tomczak (), Sven Reinecke () and Johanna Gollnhofer ()
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Torsten Tomczak: University of St. Gallen, Institute for Customer Insight
Sven Reinecke: University of St. Gallen, Institute for Customer Insight
Johanna Gollnhofer: University of St. Gallen, Institut for Customer Insight

Chapter 5 in Strategic Marketing, 2026, pp 77-113 from Springer

Abstract: Summary This chapter explains the terms brand, brand value, and brand strength and deals with the planning of the brand portfolio and brand architecture as well as brand positioning goals and strategies. When developing brand positioning goals, it is determined which competitive advantages should be sought in order to realize the growth strategy. The task of the brand positioning strategy is to determine the path to be taken in order to achieve the respective brand positioning goals through the use of a specific marketing mix. A distinction is made between the four dimensions of strategy variation (to what extent should the brand positioning strategy pursued to date be changed?), strategy style (which competitive behavior should be chosen?), strategy substance (which benefits should be offered to customers?), and strategy field (which target groups should be addressed?).

Date: 2026
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DOI: 10.1007/978-3-658-50577-6_5

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