The management of brands evolves as businesses become more global, distribution channels evolve, and consumer expectations shift.
University research plays an important role in this arena. Research can capture environmental changes and investigate the impact of brand practices (such as creating sub-brands, managing brands in teams, etc.) on the brand's value. As insights are collected, we can develop a more complete picture of how corporate and environmental actions influence the value of the brand.
To advance knowledge in branding and brand management, the Center sponsors competitive summer research grants.
To advance knowledge in branding and brand management, the Center sponsors competitive summer research grants. These grants fund a faculty member or doctoral candidate who plans research in which the findings will advance knowledge of a current issue in brand management. Funding offsets costs associated with data collection, analysis, and manuscript preparation. The Center assists in the publication and distribution of the report, and findings are presented at Advisory Board meetings.