2017 | OriginalPaper | Chapter
3. Strategic Brand Management
Authors : Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade
Published in: Identity-Based Brand Management
Publisher: Springer Fachmedien Wiesbaden
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Abstract
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What are the functions of strategic brand management?
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What should be taken into account at each individual step of the strategic brand management process?
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How do the internal and external perspectives of identity-based brand management come together in strategic brand management?
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What are the current challenges facing strategic brand management in in its various areas?