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Brand Management is becoming an increasingly multi-actor discipline that encourages customers to cooperate with companies on the individual and collective basis in the process of creating value, designing and developing innovative products and services, and even leading communication campaigns.
The idea of brand traditionally originated in the field of marketing. Only in the last few years this concept crossed the boundaries of commercial disciplines and came to be used for describing business, institutional, regional, social, professional or personal issues. At this second stage of its development, it became clear that brand is an interesting and relevant concept not only in its application to consumers. It is relevant for a broad and diverse universe of stakeholders.