Abstract
Having global business environment changing rapidly, management to enable sustainable growth even under changing circumstances is required. I, herewith, analyze "Integration of TQM and Brand Management" which is the key factor to comply with such change. Ten assignments are listed to define and clarify as a way to address the followings : what is the "Brand-to-be" which ensures sustainable growth ; what is the ideal "Brand" ; and how the brand is established, linking to the Corporate Identity. Lastly, the TQM tools (vehicles) are introduced to make the above assignments effectively accomplished, as well as explain the importance of making use of tools when creating and establishing the 'Brand'.
