Brand Knowledge Management: Growing Brand Equity
Abstract
The concept of Brand Knowledge Management looks to move brand‐led organizations from content to process and from data to tacit knowledge. This paper proposes a manifesto for brand marketing that re‐focuses its activities and challenges the roles, structures and behaviour of its management. Above all, it provides a new framework for developing, exploiting and managing brand knowledge.
Keywords
Citation
Richards, I., Foster, D. and Morgan, R. (1998), "Brand Knowledge Management: Growing Brand Equity", Journal of Knowledge Management, Vol. 2 No. 1, pp. 47-54. https://doi.org/10.1108/13673279810800762
Publisher
:MCB UP Ltd
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