Brand Leadership

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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