Brand Management

Want to improve the consumer’s experience? You probably won’t find the answer in historical data
Marketers are starting to win back the authority to deliver on their brands’ promise
Leveraging the four components of a brand story
60-minutesThursday, July 17, 2014 - 1:00pm
Session Leader: 
Scorned within organizations and consumed by misguided goals, modern marketers are suffering a crisis of confidence. A veteran says it’s time to return to the roots of brand management
The need for better marketing management
60-minutesThursday, January 16, 2014 - 1:00pm
Session Leader: 
Two individuals forming a heart with their hands

In the digital age, with the increasing "dematerialization" of products, brand managers need to start asking, How important is my brand in what you are loyal to?

Smoke

Litigation has pried open a treasure chest of internal documents that show how tobacco companies go about identifying target markets

store brand cosmetics

When retailers have to choose between a national brand and their own brand, price concerns often take a back seat

Smith School of Business
Goodes Hall, Queen's University
Kingston, Ontario
Canada K7L 3N6

Follow Smith Business Insight on: