Article Evaluation on Managing Brand

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Article Evaluation on Managing Brand
Evaluation of Arguments
In the article, authors argue that in recent era, most of the company made some costly mistake in managing their brand value. This argument is based on the concepts of brand like brand management tactics (Berthon, Holbrook & Hulbert, 2003). Authors state that organizations divided their brands in different products categories that damaged the parent brands. It is also discussed that today, most of the companies adopt the concept of globalization. It is argued by the authors in the article that this not only influence the relationship with the customers, but also with the employees, investment companies, media, suppliers, governments and with the competitors.
Additionally, it is also discussed by authors that companies not only build the brand value with the dialogue between buyer and seller, but also use the negotiation strategies. It can be interpreted from these aspects that relationship with all stakeholders is also influenced by brand management practices. Authors state that this helps the company to build the brand value in the market. It can be interpreted that this argument is right, as brand management practices have impact over stakeholders. Authors also argue that social media also helps the company to build the brand value (Berthon, Holbrook & Hulbert, 2003). It can be also supported by stating that social media provides word of mouth and customer base that are positive for brand value. To manage brand value, authors argue that the company must focus on appropriate tool for managing the brand of the products. It is discussed that the brand has opportunity to use the social media such as blogs, discussion forms, internet etc. to their advantage. It can be also argued that thoughts of authors are effective, as social media and other internet tools are preferred by most of the people today.
Theoretical Framework
In order to support these arguments and define the concept of brand space,



References: Berthon, P., Holbrook, M. B., & Hulbert, J. M. (2003). Understanding and managing the brand space. MIT Sloan Management Review, 44 (2), pp. 49-54. Herman, D. (2008). Outsmart the MBA Clones: The Alternative Guide to Competitive Strategy, Marketing, and Branding. Paramount Market Publishing.

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