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Brand Management Today
Brand Management Today
exit barriers, strategic intent of the organization and the ability of a particular brand position to
create space for future growth in additional product and service categories.
Branding at a corporate level requires a much broader skill set not only in terms of functional
breadth and analytical skills but also in terms of influencing and persuasion, because unless you
are the CEO, there will be much you will need to do to ensure a healthy brand that will not be
under your direct control.
Brand management continues to evolve and those who manage brands must evolve as well.