Brand Management and the Future

Despite doubts occasionally expressed both inside and outside the business community about the value of the brand-management system, its use is likely to become increasingly wides-spread as its benefits become increasingly visible, and as market competitiveness becomes both more intensive and more international. Ultimately, support for such a system of planning and control over a firm’s market offerings has been similar in kind to the support that has been given in the past to any other systems which have helped to reduce chaos and uncertainty, introduce greater order and provide a more stable basis for the making of more competent management decisions: support for such simple elements as effective filing systems to such complex elements as improved managerial accountancy techniques. Used competently the brand-management system is simply a practical means of increasing the reliability of the flow of corporate revenues.