Rethinking brand management: the role of "brand chartering"

Authors: Macrae, Chris; Uncles, Mark David

Source: Journal of Product and Brand Management, Volume 6, Number 1, 1997 , pp. 64-77(14)

Publisher: Emerald Group Publishing Limited

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Abstract:

Brand managers face many challenges (including questions of brand strength, world-class culture, "glocal" branding, seeded marketing channels, "service smart" integration, brand architecture and brand organizing). A framework is presented for thinking about the challenges and how to deal with them. This process, called "brand chartering", has three principal elements: creating and communicating the brand, managing the brand organization, and directing and structuring the brand. Illustrates how this framework is of help in management practice and shows how it can be used as a stool for organizational learning.

Keywords: Brand Chartering; Brand Management; Organizational Learning; Product Strategy

Document Type: Research article

DOI: http://dx.doi.org/10.1108/10610429710160057

Publication date: 1997-01-01