Moment of Truth: Redefining the CEO’s Brand Management Agenda

The Authors Argue That A Paradigm Shift Is Needed With Regard To Brand Management. Many Companies And Organizations Have Seen Brand Management As A Narrow Marketing Activity And This Has Resulted In Weak Brands. By Contrast They Argue For A Holistic Approach To Branding With The Brand At The Centre Of A Value-based Approach And The Focal Point Of Business Strategy. They Show How To Develop Brand Strategy And Brand Engagement As Part Of A Brand-centric Organization. By Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell.