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Brand asset management in the age of Google

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What started as brand guidelines in the format of binders that would collect dust on bookshelves has transformed into an industry of its own. For almost 15 years now, brand asset management (BAM) solutions have been helping companies worldwide manage a company's most valuable asset—its brand. As technology improved and the web transformed the way business was done, BAM solutions turned to the web to enable easy access to a brand's database. However, many of these first-generation systems, were not successful because they were difficult to use and they quickly became outdated. Enter Google. In an age where anyone can go online and find images for just about anything with a mouse-click, there is a need to simplify this essential solution. The following paper takes a look at how BAM has transformed and how Google technology is being leveraged to provide easy-to-use tools that can be used by anyone in your organization to ensure your brand is being expressed the way it was intended.Journal of Digital Asset Management (2007) 3, 269–273. doi:10.1057/palgrave.dam.3650094

Document Type: Research Article


Publication date: 2007-10-01

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