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| Author: | Capon, N. (et al.) |
| Title: | Brand custodianship: a new primer for senior managers |
| Journal: | European Management Journal
2001 : JUN, VOL. 19:3, p. 215-227 |
| Index terms: | BRANDS TOP MANAGEMENT |
| Freeterms: | BRAND CUSTODIANS |
| Language: | eng |
| Abstract: | It is becoming increasingly apparent that brands are of such critical strategic importance, that they are more appropriately placed under the direct responsibility of senior management. Indeed, the authors believe, senior managers should act as brand custodians. For this new responsibility, senior managers need integrative overviews of brands and their management. In this paper, the authors examine the functions that brands perform, the consequent values they generate, and delineate the critical dimensions that need to be managed. |
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