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Brand Management

In: Strategic Marketing Management

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  • Emmanuel Mogaji

    (Keele University)

Abstract

This chapter explores the multidimensional nature of brand, branding, and brand management, emphasizing the critical role of brand reputation in today’s transparent and competitive marketplace. Using the Brand House Model as a conceptual anchor, the chapter begins by unpacking the internal foundations of purpose, ethics, and brand philosophy, before examining how these translate into visible brand identity, customer experiences, and market perceptions. It then explores ethical branding, ESG commitments, brand integration, and brand architecture. A particular focus is given to brand reputation, how it is built, maintained, and safeguarded through internal culture, stakeholder engagement, and crisis preparedness. Real-world case studies and reflective activities guide readers in applying theory to practice. The chapter concludes by highlighting how strong brand management goes beyond logos and slogans, requiring strategic alignment, cross-functional cooperation, and continuous reputation monitoring to ensure long-term trust and relevance.

Suggested Citation

  • Emmanuel Mogaji, 2025. "Brand Management," Springer Books, in: Strategic Marketing Management, chapter 0, pages 137-173, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-99367-1_6
    DOI: 10.1007/978-3-031-99367-1_6
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