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.
Business | Business and Corporate Communications
Journal of Marketing Research
Shocker, Allan D., Rajendra K. Srivastava and Robert W. Ruekert. 1994. Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue. Journal of Marketing Research 31 (2): 149-158.