Summary of main results

Abstract

The start of this study includes a discussion of increased internal brand management awareness as a central determinant of strong brands. Strong brands are important more than ever in times when brands must prove relevance and value to stakeholders as a new paradigm in brand management. New transparency and consumer empowerment challenge organizations, but strong brands still possess power to drive market growth in saturated markets. A core requirement of brand management is protecting and increasing brand equity by attaining and maintaining customer relationships. Brand trust is attainable if the brand is communicated consistently across all customer brand touchpoints.