By Kevin Lane Keller

The New Branding Imperatives: Insights for the New Marketing Realities

Managing brands is as difficult as ever. The marketing environment is always changes, and that pace of change has greatly increased in the past decade. As a result, marketplace developments in recent years have created significant branding challenges. In this article, Professor Keller discusses some of the challenges faced by brand marketers, and offers some perspectives on the nature of the problems and the progress made on possible solutions.

Kevin identifies six specific branding imperatives that cover a wide range of issues and activities. In each case, he offers research-based insights and suggests guidelines for managers.

Professor Keller teaches these insights on branding and more as the co-faculty director of the Brand and Reputation program.

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