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Using DAM to protect and empower the UPS brand

Author

Listed:
  • Pepper, Kelly
  • Maxwell, Melanie
  • Lasalle, Julie

Abstract

What is the value of protecting a brand? It is critical for any company today to ensure that its brand is protected while investigating solutions to help build and strengthen brand equity. This paper details how UPS leverages its digital asset management (DAM) system as a crucial component of brand management. DAM delivers a solution to help protect the UPS brand through controlled accessibility and provides brand consistency globally. By engaging users, both external and internal, DAM allows UPS to control who has access to its brand, how it is leveraged and its exposure.

Suggested Citation

  • Pepper, Kelly & Maxwell, Melanie & Lasalle, Julie, 2014. "Using DAM to protect and empower the UPS brand," Journal of Digital Media Management, Henry Stewart Publications, vol. 3(1), pages 17-22, August.
    • Handle: RePEc:aza:jdmm00:y:2014:v:3:i:1:p:17-22
    as

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    More about this item

    Keywords

    brand management; digital asset management; brand value;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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