The main purpose of brand management is to give subscribers an overview of how to improve “Management of brands” to improve customer experience and brand value. In this session we will provide a brief review of strategic thinking in brand management, focusing on the situation, the task, identification, stakeholder participation, and extend the validity of the brand. The course will also reveal how to develop distinctive brand management expertise and how to avoid brand profiling.
Successful management of global brand is the ability to achieve a balance between its ambition at the local level and its vision of its global strategy, in the era of globalization, multinational corporations, and the spread of trade and social interaction on the Internet. The management of global brands has become more complex than ever before. The key to success is still about about two factors being perseverance and harmony. Enterprises with a global portfolio of brands have different styles and systems for managing global brands, but the principle remains the foundation for continued construction and maintenance of performance.
Trademark management in a complex business environment is a major challenge, as brands are affected by increased competition, laws, procurement, distribution and manufacturing costs, while at the same time required to maintain the company's reputation. Global trademark management practices need to be flexible and consistent with growth and sustainability requirements, so that they can manage this huge number of internal and external factors in multiple geographical areas.