Construction and Strategic Management of Brand MasterBrand Model

Abstract

The article proposes that the construction and strategic brand management is structured in three levels: infrastructure, structure and superstructure. At the first level are coordinated institutional identity, organizational culture and corporate strategy. The second level allows the passage of the company brand and conception to the action, including the branding project, pertinent researches strategic action plan, financial management of the brand, the marketing plan and management and applications manuals. At the third level is located the platform brand contacts where all elements are produced noticeable and experiences that link the brand with consumers, the market and society.