Re‐thinking brand management: the role of “brand chartering”

Brand managers face many challenges (including questions of brand strength, world class culture, “glocal” branding, seeded marketing channels, “service smart” integration, brand architecture and brand organizing). A framework is presented for thinking about the challenges and how to deal with them. This process, called “brand chartering”, has three principal elements: creating and communicating the brand, managing the brand organization, and directing and structuring the brand. We illustrate how this framework is of help in management practice and show how it can be used as a tool for organizational learning.