Make or buy the brand: strategic direction of brand management Available to Purchase

– The purpose of this paper is to unfold the strategic direction of different brand management paradigms.

– The paper is based on comparison between diverse brand management paradigms.

– A make or buy approach to brand management eventually allows for an improved integration of brand strategy with business strategy, compared to more traditional approaches.

– The perspectives and ideas discussed may potentially encourage a more entrepreneurial and business oriented approach to brand management.

– The value of this paper emerge from the juxtaposition of different approaches to brand management, unfolding alternative approaches to the integration of brand and business strategy.