A Conceptual Framework for Creating Brand Management Strategies

Branding has become a business priority over the past few decades due to growing awareness that brands are one of companies’ most valuable intangible assets. Academics and practitioners have proposed models components simplify into small number parts, or dimensions. Nonetheless, there is lack specific approaches brand management fit scenarios. The objective this study was propose general framework create custom strategies scenarios through set independent applied case SME alliance in B2B export environment as an example use. This reviews cited literature classified them 12 results suggest regardless model, all converge on fact creating high-quality relationship with customer crucial for branding process. Findings non-evident relationships between findings also dimensions’ dimension relationships’ importance shape unique ways.