Strategic Brand Management Thesis

Finally, this research addresses the calls for exploring marketing-based capabilities, especially at a time when marketing as a function is losing its influence in academia and organizations.From a managerial standpoint, this dissertation provides an outline for organizations seeking to build brand management capability.

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Su identidad, simbólica e intangible, ha ganado protagonismo frente a los productos y sus beneficios puramente funcionales. more Las marcas han sabido adaptarse a cada realidad determinada a lo largo de su evolución histórica.

Su identidad, simbólica e intangible, ha ganado protagonismo frente a los productos y sus beneficios puramente funcionales.

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In addition to developing intellectual capital and brand management processes, firms need to create the right kind of organizational culture that is needed for brand management capability.

This is consistent with the movement towards brands being managed with a strategic perspective.

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