Publication Type
Journal Article
Version
publishedVersion
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 | Marketing
Research Areas
Marketing
Publication
Journal of Marketing Research
Volume
31
Issue
2
First Page
149
Last Page
158
ISSN
0022-2437
Identifier
10.2307/3152190
Publisher
AMA
Citation
SHOCKER, Allan; SRIVASTAVA, Rajendra Kumar; and RUEKERT, Robert W..
Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue. (1994). Journal of Marketing Research. 31, (2), 149-158.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/1251
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://www.jstor.org/stable/3152190