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This chapter, and Chaps. 3 , 4 of this book are oriented towards the three process steps of identity-based brand management (strategic brand management, operational brand management, brand control). The second chapter deals in detail with strategic brand management. The topics of situation analysis, brand objectives, brand positioning, brand architecture, brand evolution and brand budgeting are explained. Due to the increasing importance of brands’ societal and environmental responsibilities a section exploring CSR brand strategies and highlighting the risks of social washing and greenwashing for brands is integrated in this chapter.

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Strategic Brand Management

  • 章节

  • 发表日期：

    2025年

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  • Christoph Burmann,
  • Nicola-Maria Riley,
  • Tilo Halaszovich,
  • Michael Schade,
  • Kristina Klein,
  • Rico Piehler

摘要

This chapter, and Chaps. 3 , 4 of this book are oriented towards the three process steps of identity-based brand management (strategic brand management, operational brand management, brand control). The second chapter deals in detail with strategic brand management. The topics of situation analysis, brand objectives, brand positioning, brand architecture, brand evolution and brand budgeting are explained. Due to the increasing importance of brands’ societal and environmental responsibilities a section exploring CSR brand strategies and highlighting the risks of social washing and greenwashing for brands is integrated in this chapter.