Brand management as a means to add value for firms

Abstract: Abstract Brand management will play a more significant role in future marketing competition, so research on the brand management is likely to become more meaningful and interesting. This thesis focuses on brand management. The research question here is if brand management can add value to firms, as well as how to connect brand management with value. When researching this question, it is necessary to research further on the division of brand management which is internal and external brand management. Because a company’s add value is from cooperation - connection of internal and external brand management. Only when internal and external brand management work together, closely, may brand management add more value to a firm. This study builds on the Aaker David (2000 p89)’s theory on brand management. In methodology, I use a qualitative research method, which is company interviews, in order to research IKEA’s internal/external brand management experience. This case study helps me to analyze how brand management is connected to a firm’s value. Through IKEA’s case, it is illustrated that internal and external brand management must combine in order to add value to a firm. Brand management can really create value like increasing more adaptability, uniqueness, recognition etc... All in all, brand management is significant and can add value to firms.