MANAGING BRAND AND COMPETITION CAPACITY OF FIRMS

Abstract

There are not vast research about how companies can internally manage their brands in order to
optimize their performance and value. This paper uses brand management system (BMS) to analyze
performance of firms in internal management to support brand creation and related activities. Using
BMS firms can find effective ways to increase their competitiveness in market. Results of this study
showed that BMS is an effective strategy in brand management.