Re‐engineering brand management practices within an integrated environment

Abstract

The erosion in the authority of brands within consumer markets brings into question the orthodoxy of traditional marketing practices across all markets. Argues that corporations urgently need to redefine how they build and manage brand equity along the supply chain. The management activities and competencies required to develop this new brand management process are described and future research directions signposted.

Citation

Knox, S. (1995), "Re‐engineering brand management practices within an integrated environment", Journal of Marketing Practice: Applied Marketing Science, Vol. 1 No. 2, pp. 26-38. https://doi.org/10.1108/EUM0000000003883