Brand assets are difficult and expensive to develop, maintain, and adapt. The offering environment is cluttered, confused, and complex in part because of the proliferation of products, brands, and sub-brands. Dynamic market contexts with the emergence of new sub-categories make it necessary to adapt and stretch brands, putting additional strain on their ability to deliver the needed support. That is why brand management has become a top research priority in the field of marketing. The last decade has witnessed a growing number of brand-related studies; still, both managers and researchers have a lot of doubts about what are the key factors to control in brand management, how to measure brand equity, what is the consumers’ perception about brands, etc.
The work is organized as follows. Chapter one outlines the methodology employed. A high-quality standard methodology has been used in designing the review of the literature. Chapter two develops the state-of-the-art and critically assesses the key factors and approaches to consider in brand management. Chapter three reveals the new trends that brand managers have to take into account and directions for future research in the field. Finally, summary and conclusions are presented.
The all-encompassing nature of Brand Management made the selection of research to be studied a crucial point in conducting a systematic literature review. The procedure used by Sojka and Tansuhaj (1995) has been adopted for the purposes of the current study. The procedure covers the following steps: articles selection criteria, framework for review, articles analysis. In order to select the appropriate articles the ISI Web of