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Requirements of Growth-Oriented Brand Management

In: Brand Growth Barriers

Author

Listed:
  • Ralph Krüger

    (AMC GmbH & Co.KG)

  • Andreas Stumpf

    (AMC GmbH & Co.KG)

Abstract

Before looking at the Brand Growth Barrier Model and its advantages, we need to understand the flaws in today’s popular approaches to brand management. This will help us identify the key requirements a model for growth-oriented brand management must meet. Several ideas presented in this chapter will strike you as new and inspiring. Some you may have thought about already, but not found a satisfying solution yet. If you come away from this chapter with the impression that your brand management challenges are even bigger than you thought – that’s fine. You will find answers to your (new) questions in the next chapter.

Suggested Citation

  • Ralph Krüger & Andreas Stumpf, 2013. "Requirements of Growth-Oriented Brand Management," Management for Professionals, in: Brand Growth Barriers, edition 127, chapter 0, pages 15-31, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-642-37108-0_2
    DOI: 10.1007/978-3-642-37108-0_2
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