TITLE: Product and Brand management
LITERATURE REVIEW
Serial I
Title - Brands, Brand Management, and the Brand Manager System
Authors – George S Low and Ronald A Fullerton
Description - According to the authors, the brand manager system was introduced much later after the
leadership of branded products was established, and its adoption followed a conventional adoption
curve pattern. Over the past few decades, the system has demonstrated remarkable adaptability to
varying firm and marketing environments. Finally, the authors evaluate the probable fate of brand
management in the current rapidly changing environment.
Outcome - The outcome statement highlights that the authors establish six theses regarding the
development of brand management, its implications, and its adaptability to varying firm and marketing
environments.
Recommendation – There should be more Investment of resources in the Research field to get better
understanding of the Brand manager system
Serial II
Title - Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation
Authors – Leslie de Chernatony
Description - The traditional models of brand management fail to adequately recognize the role of
employees as brand ambassadors, instead prioritizing external factors such as image. This study
investigates the substantial contribution of staff and highlights the need to align their values and actions
with the desired brand values. The research underscores the significance of culture in brand
development and emphasizes the importance of an adaptable, strategically suitable culture that is
consistently evident across the organization, which is likely to promote healthy brand performance.
The proposed model contends that stronger brands emerge from a uniform brand identity with
compatible identity components. It posits that reputation, rather than image, is a more appropriate
external evaluation of a brand. Through assessing the gaps between brand identity and brand reputation,
managers can devise strategies to minimize inconsistencies and build more potent brands. Ultimately,
the research concludes that brand reality is a critical aspect of branding
Outcome - The outcome stresses the importance of brand reality and a more holistic approach to
branding that accounts for both internal and external factors.
Recommendation – Focus on building brand reputation rather than just image
Serial III
Title - Brand management in the era of fake news
Authors – Adam J. Mills, Karen Robson
Description - Brand value is increasingly threatened by fake news stories; the purpose of this paper is
to explain how narrative response can be used to mitigate this threat, especially in situations where the
crisis is severe and consumers are highly involved.
Outcome – This paper can be used to help brand managers respond to fake news stories when rational
appeals fail.
Recommendation – There should be some more point to add in the Practical efforts
Serial IV
Title - Brand Management in Small to Medium‐Sized Enterprises
Authors – Julie Napoli, Pierre Brehon
Description - While there is a considerable amount of literature on brand management for large
organizations with established brands and significant marketing budgets, there has been no research
conducted on branding in small and medium-sized enterprises (SMEs). The purpose of this study is to
investigate the extent and nature of brand management in SMEs. The study reveals notable variations
between small and large organizations in nine out of ten brand management dimensions identified in
Keller's brand report card. Additionally, specific brand management approaches have been linked to
business performance in SMEs. The study highlights its implications, acknowledges limitations, and
suggests directions for future research.
Outcome - Brand management in small and medium-sized enterprises (SMEs) and found significant
differences between SMEs and larger organizations in their brand management practices along nine
out of ten dimensions.
Recommendation – SMEs should focus on building strong brand equity by developing a clear brand
identity, communicating their unique value proposition, and establishing a consistent brand image
across all touchpoints.
Serial V
Title - Brand Integration
Authors – Emmanuel Mogaji
Description - Having a brand identity is insufficient. The creation of a great logo is not the end of brand
management. Brands must ensure that their brands are adequately integrated and visible to their target
audience. This chapter delves into brand integration, which is a constant process of bringing the brand
into the conscious awareness of important stakeholders. In some situations, it may be referred to as a
brand advertisement or integrated marketing communications, however the goal is not necessarily to
sell or promote, but rather to raise consumer and stakeholder awareness. We will look at several
important reasons why brands may not have been properly integrated, such as brand location or
structure. We will look at several important reasons why brands may not have been properly integrated,
such as brand location or structure. We will also explore the advantages of brand integration, as well
as ten essential techniques to facilitate this integration so that you can reap the rewards. We go beyond
advertising in this section to incorporate personnel and corporate duties. Without a question, brand
integration is a critical activity that can be time-consuming and labour-intensive. This chapter
highlights individuals who are in charge of integration, those who are the targets of integration, and,
most significantly, the major integration concerns.
Outcome - They will be able to identify potential obstacles to brand integration and implement ten
essential techniques to facilitate effective brand integration. Furthermore, readers will gain insight into
the individuals responsible for brand integration and the major concerns that must be addressed to
ensure successful integration.
Recommendation - Ensure that your brand message is clear and consistent across all channels,
including advertising, social media, and employee communications. This will help create a strong and
memorable brand identity that resonates with your target audience.
Serial VI
Title - Ethical Branding
Authors - Emmanuel Mogaji
Description - Doing business the correct way is critical, yet the question frequently arises: What is
proper? Ethics is not something that should be overlooked or treated as an afterthought. Ethical
behavior should be integrated, innate, and deliberate. It should be fully interwoven with the brand's
activities. This chapter will concentrate on business ethics, which includes ethical branding, rather than
consumption ethics, which explains how consumers interact with products based on their ethical
principles. This chapter delves more into what ethical branding is and what brand ethics are, as well as
some common misconceptions.
Outcome - The chapter will also discuss the justification for brands to prioritize ethical practices, even
if they are expensive, and provide guidance on how to implement ethical branding as a long-term
strategy.
Recommendation - Examine common myths regarding ethical branding: Many people have
misconceptions regarding ethical branding, such as a belief that it is only appropriate for wellestablished enterprises or that it is too costly for startups. You may bust these myths and clarify how
ethical branding can be advantageous for businesses of all sizes.
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Serial VIII
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Serial IX
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Serial X
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