Working Papers

Brands, Brand Managers, and the Management of Brands: Where to Next?

Pierre Berthon, James M. Hulbert, and Leyland F. Pitt

Jan 1, 1997

Develops a framework for considering the future of brands and brand management. Suggests that current pressures-e.g., information technology, changing customer values, and brand proliferation-are changing brands’ historical function of acting as symbols around which buyers and sellers can establish a relationship.

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