Brand Management and Firms’ Performance: Systematic Review.

Abstract

Many researchers and professionals view brand management, a relatively recent topic in marketing literature, as one of the most crucial business strategies because it is not only enables a significant improvement in the performance of the business but also ensures its continuity in the market where it competes. Furthermore, even if more studies were conducted in this area, the dimensions used to gauge the effectiveness of brand management remain unclear. Hence, this study seeks to provide a systematic review of the literature on brand management and its connection to firm performance. The review process was carried out using the published articles that were taken from reputable journals' databases for the years 2010 to 2023. After reviewing 64 published articles, the outcome demonstrates to increase firm performance both subjectively and objectively in both product & service-oriented sectors, managers need access to all brand management dimensions phase by phase such as planning, implementing, and controlling. Finish out our research by outlining the review's useful implications and outlining the next research directions.

DOI: https://doi.org/10.54663/2182-9306.2024.SpecialIssueM&D.46-68