Abstract
More and more firms and other organizations have come to the realization that one of their most valuable assets is the brand names associated with their products or services. In an increasingly complex world, individuals and businesses are faced with more and more choices, but seemingly have less and less time to make those choices. The ability of a strong brand to simplify consumer decision-making, reduce risk, and set expecta-tions is thus invaluable. Creating strong brands that deliver on that promise and main-taining and enhancing the strength of those brands over time is thus a management im-perative.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Similar content being viewed by others
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2005 Springer Fachmedien Wiesbaden
About this chapter
Cite this chapter
Keller, K.L. (2005). Strategic Brand Management Process. In: Esch, FR. (eds) Moderne Markenführung. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-4541-9_3
Download citation
DOI: https://doi.org/10.1007/978-3-8349-4541-9_3
Publisher Name: Gabler Verlag, Wiesbaden
Print ISBN: 978-3-409-53642-4
Online ISBN: 978-3-8349-4541-9
eBook Packages: Business and Economics (German Language)