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The nature of change and how we instigate and accommodate its implementation is a fundamental piece of managerial knowledge. Perspectives to change vary from the point of the observer and the introducer. The impression experienced by each audience, individuals, teams, the organisation and external customers, will require different approaches in its introduction.
With globalization and the development of rapid information transmission systems the role of the brand manager is becoming a more complex. Understanding the position of the brand and its impact on the consumer will allow greater opportunity for brand sustainability.