Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue

• Main Authors: SHOCKER, Allan D., SRIVASTAVA, Rajendra K., RUEKERT, Robert W.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 1994
• Subjects: Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/4139; https://ink.library.smu.edu.sg/context/lkcsb_research/article/5137/viewcontent/The_Changing_Perspectives__Challenges_and_Opportunities_Facing_Brand_Management.pdf
• Institution: Singapore Management University

We adopt a broad perspective. The issues affecting brand management go beyond those that can be dealt with by the set of articles constituting the special issue. A broad perspective enables us to sketch some directions for research. We discuss problems and opportunities posed by major market forces and their implications for product management. We adopt a "systems" view, which considers brand management as adaptive, responding not only to the actions of competitors, final and intermediate customers, and other stakeholders, but also to its own past actions and reputation. We distinguish brand managers from brand management and discuss some possibilities for new ways of organizing the function.