both brand and revenues in mind; Look over the fence; and Build a test and learn culture. Practical implications – Provides …, CEOs, senior executives, brand managers, marketing.  …

global brand development plan based on these three tenets can provide a stable environment within which to do business …

provides new metaphors to frame brand management for system‐level competition, a new orientation to create novelty in marketing … marketing ecosystems as an enabling concept for transformative thinking about competitive brand strategy. It acts as a …

companies still prefer building up tangible assets rather than strategic intangibles such as brand equity. Practical … company but rather managed by the CEO. Companies must focus on building long‐term strategic assets such as brand equity rather …

of using brand management disciplines and tools to accelerate growth. The premise is that B2B organizations need robust … brand management as a powerful mechanism for expanding into adjacent markets, acquiring and retaining scarce talent and … that leading industrials are reassessing brand value with business objectives firmly in mind. The paper goes on to explain …

from $515 to $648. Originality/value – If one brand element has a measurable value, investors have a right to know that … value. The same applies for the brand as a whole. Furthermore, managers benefit from directing marketing dollars to the … promotion of valuable brand elements, to associate them in the public mind with their brand.  …

created when focus is devoted to building brand equity through emphasizing a global consumer orientation.  …

globally, expansion opportunities of current operation, and development of more effective brand management decisions …