The Theoretical Basis of Strategic Brand Management

Abstract

High competitiveness, the use of the latest technologies, and increasing the value of the product in the mind of the consumer require timely implementation and the implementation of a brand management strategy. Mission development, vision, goal setting and strategic goals set the strategic vector for brand development as a whole. Topical is the disclosure of the concepts of “strategy”, “management”, the definition of the main areas of strategic management from the standpoint of brand approach.

Keywords

• brand
• strategy
• strategic management
• paradigmа