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From remoteness to recognition The role of brand management

From remoteness to recognition The role of brand management Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – For any product, the line which separates success and failure is typically a fine one. The attitude in some cases is that something which is good enough will sell itself through the positive word‐of‐mouth (WOM) it inspires. However, that philosophy is certainly risk‐laden and a positive outcome can never be guaranteed. Effective brand management will often hold the key in positioning the product and differentiating it from the competition. Practical implications – Provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Direction Emerald Publishing

From remoteness to recognition The role of brand management

Strategic Direction , Volume 27 (9): 3 – Aug 23, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0258-0543
DOI
10.1108/02580541111159593
Publisher site
See Article on Publisher Site

Abstract

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – For any product, the line which separates success and failure is typically a fine one. The attitude in some cases is that something which is good enough will sell itself through the positive word‐of‐mouth (WOM) it inspires. However, that philosophy is certainly risk‐laden and a positive outcome can never be guaranteed. Effective brand management will often hold the key in positioning the product and differentiating it from the competition. Practical implications – Provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Journal

Strategic DirectionEmerald Publishing

Published: Aug 23, 2011

Keywords: Brand management; Marketing; Tourism

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