Brand governance: the new agenda in brand management

Helm, C. and Jones, R. 2010. Brand governance: the new agenda in brand management. Journal of Brand Management. 17 (8), pp. 545-547. doi:10.1057/bm.2010.20

TitleBrand governance: the new agenda in brand management
AuthorsHelm, C. and Jones, R.
Abstract

The author reflects on brand governance as a strategic importance in brand management. The author discusses the growing awareness concerning brand valuation that resulted to the estimation of balance sheets value by consumer goods companies. The author also presents future challenges and threats to brand equity including empowered consumers, the increasing number of touchpoints communication and distribution, and the risk of social media use.

JournalJournal of Brand Management
Journal citation17 (8), pp. 545-547
ISSN1350-231X
Year2010
PublisherPalgrave Macmillan
Digital Object Identifier (DOI)doi:10.1057/bm.2010.20
Publication dates
Published2010

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