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.
Go home and weave a net, instead of diving for fish in the pond
Chinese proverb
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsAuthor information
Authors and Affiliations
Rights and permissions
Copyright information
© 2013 Springer-Verlag Berlin Heidelberg
About this chapter
Cite this chapter
Krüger, R., Stumpf, A. (2013). Requirements of Growth-Oriented Brand Management. In: Brand Growth Barriers. Management for Professionals. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-37108-0_2
Download citation
DOI: https://doi.org/10.1007/978-3-642-37108-0_2
Published:
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-37107-3
Online ISBN: 978-3-642-37108-0
eBook Packages: Business and EconomicsBusiness and Management (R0)