|Title||Brand governance: the new agenda in brand management|
|Authors||Helm, C. and Jones, R.|
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.
|Journal||Journal of Brand Management|
|Journal citation||17 (8), pp. 545-547|
|Digital Object Identifier (DOI)||doi:10.1057/bm.2010.20|