Paper Details

This report analyzes the seminal conceptual framework presented by Shocker, Srivastava, and Ruekert (1994) regarding the state of brand management in the mid- 1990s. The authors position brand management as an adaptive system responding to five interconnected macro-environmental forces: globalization, rapid technological change, increased distributor power, heightened investor expectations, and evolving consumer markets. Key findings emphasize the shift from traditional brand management to strategic, systems-oriented approaches, such as category management and integrated marketing communications. The primary challenge identified is the need for brand managers to pivot from short-term promotional focus to long-term brand equity cultivation, particularly amidst increasing global competition and the blurring of product-market boundaries. The analysis concludes by outlining critical research directions necessary for the continued relevance and success of brand management functions.

Brand Management, Technological Change, Competition.