A Paper on Brand Management and Challenges Faced By It

Abstract

In order to understand the major difficulties businesses are having managing their brands during the current economic downturn, a study of the effects on the professional backgrounds of persons in charge of the brands as well as the approach and selection of brand strategies has been conducted. The article places a strong emphasis on the necessity to conceive the brand in a global market and the significance of focus in brand management, particularly in a setting of recession. In order to determine which aspects of co-creation value and brand management are more relevant in the targeted setting, as well as to identify and analyse the important abilities that brand managers need to develop in times of uncertainty. The technique is based on a qualitative approach that focuses on how marketing executives from the middle and top management see and conduct brand management. This is done via in-depth interviews and associated materials. It would be advantageous to combine these findings with the viewpoint of the major marketing and brand management consulting agencies and conduct a comparison analysis regarding the topic under study. Results need to be duplicated and validated in many businesses, from various economic sectors.