BrandManagementLLiteratur

BrandManagementLLiteratur is a field within marketing studies that compiles theories, models, and empirical findings on the creation, maintenance, and valuation of brands. The literature covers brand identity and positioning, brand equity and value measurement, brand architecture and portfolio management, and brand communications. It investigates how brands shape consumer perceptions, loyalty, and decision making, and how firms leverage brands for competitive advantage across markets and stages of a product life cycle.

Historically, the literature draws on core concepts from brand equity and identity. Key early contributions include David Aaker’s work on brand equity and Kevin Lane Keller’s customer-based brand equity framework, alongside Jean-Noël Kapferer’s Brand Identity Prism. These foundations have guided research on brand meaning, differentiation, consistency, and long-run performance, and have been extended to services, digital brands, and global branding.

Contemporary brand management literature integrates traditional theories with digital and social-media phenomena. Topics of interest include brand authenticity, co-creation with consumers, brand communities, online branding, and brand measurement in the digital age. Methodologically, the field uses conceptual papers, case studies, surveys, experiments, and meta-analyses, drawing on data from financial performance, consumer surveys, and social media analytics.

Journals such as the Journal of Brand Management, Journal of Marketing, and Journal of Consumer Research publish influential work, alongside interdisciplinary outlets in management, psychology, and communications. The field continues to evolve with trends in cross-cultural branding, sustainability and ethical branding, AI-assisted branding, and privacy considerations in brand practice, pointing to broader social and technological implications for brand strategy.