Brand Leadership
In today’s world, brand management is facing an increasing number of new challenges.
In today’s world, brand management is facing an increasing number of new challenges. The way brands are managed is being altered by a number of varying factors and their consequences, including the digitalisation of media, a broad variety of information channels to customers, social media, cross-industry partnerships, and increasing participation and co-creation. Thus, brand leadership requires a multifaceted and complex approach to a customer’s journey. The Working Group Brand Leadership investigates developments in this field, best practice cases and experience exchange.
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