Journal of Management Research
Volume 5, Number 2 (August 2005)
ISSN: 0972-5814 Online ISSN: 0974-455X
New Paradigm in Evolving Brand Management Strategy
A N Sarkar and Jagjit Singh
| Abstract |
With globalization, liberalization, removal of trade barriers and super-competitiveness in the business environment, branding and brand management have become critical to cope with the competition as well as for survival. The paper highlights some of the new paradigms required for the corporate world to evolve a proper mix of appropriate brand management strategies to cope with the emerging trend of super competitiveness in a perfect market. For a comprehensive understanding and giving a fair treatment to the subject, the core areas of brand management strategy, encompassing brand characteristics, brand equity, brand stretching and extension, challenges to brands, brand reputation and recognition, brand licensing, positioning of global brands, researches on brand positioning, brand valuation, brand portfolio rationalization and brands long-term sustainability in a shifting paradigm, have been discussed in the paper.
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