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A New Profession: Brand and Design Management Consultant
Author(s) -
Gommer Fennemiek
Publication year - 1999
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1999.tb00268.x
Subject(s) - pace , business , perspective (graphical) , globalization , brand management , position (finance) , marketing , mergers and acquisitions , strategic management , public relations , economics , computer science , political science , geodesy , finance , artificial intelligence , market economy , geography
THIS MAY BE a Dutch perspective, but many of Fennemiek Gommer's insights on brand are universally applicable. As a consultant, she formulates a design management strategy based on an intimate understanding of a company's position in the marketplace, as well as its strengths, values, and objectives. Another of her concerns is that brand strategies take into account future challenges, such as the globalization of business, the fast pace of mergers and acquisitions, and the overwhelming array of new media and information resources.