Publication Type

Journal Article

Version

Publisher’s Version

Publication Date

5-1994

Abstract

The article focuses on the state of brand management in the 1990s, including challenges and opportunities that brand managers face. It states that executives are challenged by daily crises that are a result of customer and competitive market activities, and also their need to strategically think about what function brand management serves. It examines the environmental pressures faced by brand managers as they work to create a competitive advantage as they adapt to and instigate change. It comments on the effect globalization has had on competition and the increased openness of markets. It examines the need for collaboration with competitors and efforts to weaken antitrust restraints to strengthen the brand's market share.

Keywords

brand management

Discipline

Business | Business and Corporate Communications

Research Areas

Marketing

Publication

Journal of Marketing Research

Volume

31

Issue

2

First Page

149

Last Page

158

ISSN

0022-2437

Identifier

http://www.jstor.org/stable/3152190

Publisher

AMA

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