Using Digital Asset Management as a Strategic Tool for Consistent Branding: Implications and Possibilities

Abstract

In a m arketing clim ate that dem ands brand differentiation as a sustainable com petitive advantage, brand managers
are held responsible to drive the top line in firm s. Branding that relies on sources outside the m arketing organizatio
often suffers from poor execution, confused personality, an d fragm en ted m essage content that ultimately lead to erosion
in brand equity. This research suggests Digital Asset M anagem ent strategies that yield the control o f a brand
m anagem ent back in the hands o f the m arketing m anager responsible to drive profitability through integrated
m arketing com m unications. This p ap er discusses the availability o f digital asset m anagem ent tools, their implications
fo r marketing, the benefits offered by such strategies, an d points to potential research avenues in the area.