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The Holistic Vision of Brand Management

In: Advancing Insights on Brand Management

Author

Listed:
  • Paolo Popoli

Abstract

Over the past several decades, brand management has gone through an evolution from the traditional customer-oriented and firm-focused paradigm toward a wider vision concerning the target and the users of the brand and the process of creation of the brand value. In particular, the brand management literature has endorsed the stakeholder theory and service-dominant logic principles with reference to the process of determining the brand meanings and the brand value. The aim of this chapter is going over the evolutionary process of the brand management during the latest years in order to get to a holistic vision, considering the brand as a conceptual construction originated by the interaction between the firm and multiple stakeholders and the brand value as the result of a dynamic and social process of co-creation of the brand meanings and functions. Therefore, this chapter is conceptual in nature, and it aims to investigate the state of art of brand management providing conceptual examinations about the way the brand meanings and value originate, with a particular reference to the present economic and competitive contests dominated by the Web-based technologies and by the related interaction processes within a broad stakeholders' ecosystem.

Suggested Citation

  • Paolo Popoli, 2017. "The Holistic Vision of Brand Management," Chapters, in: Paolo Popoli (ed.), Advancing Insights on Brand Management, IntechOpen.
    • Handle: RePEc:ito:pchaps:133173
    DOI: 10.5772/intechopen.71303
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    More about this item

    Keywords

    brand management; brand value; stakeholder theory; brand value co-creation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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