If this company were split up, I would give you the property, plant and equipment and I would take the brands and trade marks and I would fare better. This commonly held belief illustrates the immense value of the brand today, but how do you create and manage a star brand? Perhaps this question...

Looking for a textbook approach to managing your brand? Sadly, there is no such thing. However, there are many sources from which to draw insights into successful brand management. Lego, McDonald’s and JCB provide three interesting examples.

Purpose – To provide a concise briefing on the most topical issues and relevant implications from the top 400 management publications in the world. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the argument...

Purpose – To leverage the science of momentum and apply it to art of brand management. Design/methodology/approach – Researches the brand literature. Revisits our understanding of Newtonian physics. Studies the history of brands that have experienced the power of momentum. Shares early...

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...

Purpose – The purpose of this article is to provide an overview of the challenges that the widespread desire for authenticity presents for brand managers. Design/methodology/approach – Provides a viewpoint essay. Findings – Authenticity requires brand managers to downplay their overt...

Purpose – The purpose of this paper is to present a call to action for universities to practice what they preach in developing and communicating differentiated brands. Design/methodology/approach – Reviews some recent literature on university branding and contrasts this with other...

Purpose – Understanding the context surrounding a brand's role is paramount to knowing what drives consumers to want what they want. The purpose of this paper is to highlight eight mega‐trends that are currently influencing the consumers' world and, in turn, how marketers deliver brand...

Purpose – The value of branding as an effective part of a company's marketing strategy is changing as the needs of the consumer has changed. The purpose of this paper is to identify these changes and to prescribe specific modifications that should be made to the brand and its implementation....