The history of marketing embraces a collection of stories about the death and displacement of once dominant brands. Some of these falls from grace unfold where preeminence is punctured by technology, ...

Thanks (or no thanks) to social media, brand managers have lost the power to control the perception of their products through carefully orchestrated advertising campaigns. These days, consumers are in ...

Successful global brand management is a balancing act between local level aspirations and international strategic vision. In a world of globalisation, multinational companies and expanding online ...

Brand management involves the art of crafting and maintaining a brand image in the marketplace and of managing the product lines associated with individual brands. Marketers employ a repertoire of ...

Pharmaceutical brand managers have the task of bringing success to a brand's lifecycle. Every brand has this lifecycle – where it is introduced to the market before it eventually 'dies' out. People ...

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. BY David Fossas There is ...

Our final discussion in this brand management series looks at impact: the ability to measure how digital assets can influence brand success. “Results are what you expect, and consequences are what you ...

What's a brand to do when customers can air their grievances and openly discuss, criticize and complain on social media channels? Managing a brand’s reputation has become a daunting effort as social ...

As marketers, it's important to know the basics of brand management. Meg Cabrera shares data and insights for an airline brand's IMC Campaign. As marketers, understanding the basics of brand ...