Leading for the Future: Brand Management in the Learning Context

In the changing environment a more holistic approach to brand management is needed. It should be based on the reflective approach in order to achieve customer-focused objectives. Brand management should be embedded in the whole company with elements such as corporate mission, values, culture, empowerment, and knowledge sharing representing the core elements of the branding framework. Learning company can be valued according to the following elements: HRM placing learning and experimenting as priorities, empowered individuals working in teams, corporate culture stimulating learning and knowledge sharing, managers serving as leaders, teachers, designers, and stewards that stimulate the introduction of the learning results in the value creating process. The article examines the interconnectivity between brand management and the learning company and develops a conceptual framework underlying the research, establishing the isomorphism between the two concepts what will contribute to the consistency of values conveyed through the brand but also to the brand longevity and increased organizational performance in general.