Difference between revisions of "Brand Management"
(Brand Management is the process of maintaining, improving, and upholding a brand so that the name is associated with positive results. It involves a number of important aspects such as cost, customer satisfaction, in-store presentation, and competition.) |
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| − | Brand Management is the process of maintaining, improving, and upholding a brand so that the name is associated with positive results. It involves a number of important aspects such as cost, customer satisfaction, in-store presentation, and competition. Brand management is built on a marketing foundation, but focuses directly on the brand and how that brand can remain favorable to customers. Proper brand management can result in higher sales of not only one product, but on other products associated with that brand. For example, if a customer loves Pillsbury biscuits and trust the brand, he or she is more likely to try other products offered by the company such as chocolate chip cookies.<ref>Brand Management Definition [http://www.businessdictionary.com/definition/brand-management.html Business Dictionary]</ref> | + | [[Brand]] [[Management]] is the [[process]] of maintaining, improving, and upholding a brand so that the name is associated with positive results. It involves a number of important aspects such as cost, [[customer]] satisfaction, in-store presentation, and competition. Brand management is built on a [[marketing]] foundation, but focuses directly on the brand and how that brand can remain favorable to customers. Proper brand management can result in higher sales of not only one [[product]], but on other products associated with that brand. For example, if a customer loves Pillsbury biscuits and trust the brand, he or she is more likely to try other products offered by the company such as chocolate chip cookies.<ref>Brand Management Definition [http://www.businessdictionary.com/definition/brand-management.html Business Dictionary]</ref> |
| − | Brand management begins with having a thorough knowledge of the term “brand”. It includes developing a promise, making that promise and maintaining it. It means defining the brand, positioning the brand, and delivering the brand. Brand management is nothing but an art of creating and sustaining the brand. Branding makes customers committed to your business. A strong brand differentiates your products from the competitors. It gives a quality image to your business. Brand management includes managing the tangible and intangible characteristics of brand. In case of product brands, the tangibles include the product itself, price, packaging, etc. While in case of service brands, the tangibles include the customers’ experience. The intangibles include emotional connections with the product / service. Branding is assembling of various marketing mix medium into a whole so as to give you an identity. It is nothing but capturing your customers mind with your brand name. It gives an image of an experienced, huge and reliable business.<ref>Brand Management - Meaning and Important Concepts [http://www.managementstudyguide.com/brand-management.htm Management Study Guide]</ref> | + | Brand management begins with having a thorough knowledge of the term “brand”. It includes developing a promise, making that promise and maintaining it. It means defining the brand, [[positioning]] the brand, and delivering the brand. Brand management is nothing but an art of creating and sustaining the brand. [[Branding]] makes customers committed to your [[business]]. A strong brand differentiates your products from the competitors. It gives a [[quality]] image to your business. Brand management includes managing the tangible and intangible characteristics of brand. In case of product brands, the tangibles include the product itself, [[price]], packaging, etc. While in case of [[service]] brands, the tangibles include the customers’ experience. The intangibles include emotional connections with the product / service. Branding is assembling of various marketing mix medium into a whole so as to give you an identity. It is nothing but capturing your customers mind with your brand name. It gives an image of an experienced, huge and reliable business.<ref>Brand Management - Meaning and Important Concepts [http://www.managementstudyguide.com/brand-management.htm Management Study Guide]</ref> |
Revision as of 14:05, 6 February 2021
Brand Management is the process of maintaining, improving, and upholding a brand so that the name is associated with positive results. It involves a number of important aspects such as cost, customer satisfaction, in-store presentation, and competition. Brand management is built on a marketing foundation, but focuses directly on the brand and how that brand can remain favorable to customers. Proper brand management can result in higher sales of not only one product, but on other products associated with that brand. For example, if a customer loves Pillsbury biscuits and trust the brand, he or she is more likely to try other products offered by the company such as chocolate chip cookies.[1]
Brand management begins with having a thorough knowledge of the term “brand”. It includes developing a promise, making that promise and maintaining it. It means defining the brand, positioning the brand, and delivering the brand. Brand management is nothing but an art of creating and sustaining the brand. Branding makes customers committed to your business. A strong brand differentiates your products from the competitors. It gives a quality image to your business. Brand management includes managing the tangible and intangible characteristics of brand. In case of product brands, the tangibles include the product itself, price, packaging, etc. While in case of service brands, the tangibles include the customers’ experience. The intangibles include emotional connections with the product / service. Branding is assembling of various marketing mix medium into a whole so as to give you an identity. It is nothing but capturing your customers mind with your brand name. It gives an image of an experienced, huge and reliable business.[2]
See Also
Brand
Brand Ambassador
Brand Asset Valuator
Brand Identity Prism
Brand Loyalty
Brand Personality
Brand Recognition
Brand Strategy
Branding
References
- ↑ Brand Management Definition Business Dictionary
- ↑ Brand Management - Meaning and Important Concepts Management Study Guide
Further Reading
- The Importance of Brand Management revenew.com
- Career Overview-Brand Management wetfeet.com
- The Difference Between Marketing and Branding Tronvig Group
- What Is Brand Management? Strategic Brand Management
- How to Manage your Company's Brand? inc.com