... business environment. Design/methodology/approach The paper cites two specific instances of brand management. One could be termed exemplary in assessing the reputational risk, which could have had a severely adverse impact on the brand in question. The other instance could very well be termed...

... is possibly the most difficult area of brand management, in that there are simply no rules, and endless opportunities to try out many variations. Some variations work, while similar ones don't. The concept of brand architecture is now also being applied to destination branding. Morgan and Pritchard...