Brand Management

Description of Brand Management. Explanation.

Definition Brand Management. Description.

Brand Management refers to the managerial activities related to increasing, maintaining, or rationalizing the value of a brand through managing its tangible and intangible aspects.

For service brands the tangibles are to do with the customer experience - the retail environment, interface with salespeople, overall satisfaction, etc. For product, service and corporate brands, the intangibles are the same and refer to the emotional connections derived as a result of experience, identity, communication and people.

Strong brands can be legally protected, are easy to pronounce, easy to remember, easy to recognize, attract attention, suggest product benefits or usage, support the company or product image, distinguish the product's positioning relative to the competition.

The Internet has become an important channel for managing brands and the Online Corporate Reputation.

Brand Management Forum (8)

How to Maintain a Brand once it's Established?
"How can you maintain a brand so it will not lose its value?
The market is full of competition... So for a brand to sustain it's position, it needs to be maintained. What are typical ways to do that?"

What is Orange Marketing? Definition
"We all know the term green marketing which is very popular nowadays....
Recently I heard the term "orange marketing". Does anybody know what that is?"

3 C's of Brand Positioning
"What are the 3 C's of brand positioning?"

Brand Advertising versus Positioning
"What is the difference between brand advertising and brand positioning?
Support of an example is welcomed.."

Managing Brand Hierarchy
"Hi, can anyone give a definition of brand hierarchy? How should such a hierarchy be managed? Please include an example if you can. Thank you."

Brand Performance / Satisfaction Model
"I designed a model for determining the drivers of brand performance across departments and within them. It deals with both emotional and functional determinants. Take a look at my website kaizenmi.com and there is a functioning example that you can play with under the tab brand driver's model. There is a brief description of what it entails on the preceeding tab. If you need more explanation on how it works and how to use it, let me know. This is a powerful benchmarking model, where you can compare your brand against other brands on many dimensions."

Brand Comparison in Advertising
"One more point is that of comparing two or more different brands.
One brand can compare its product or service with its competitor brand on the basis of utility and features of the product or services.
For example: in print ads where we can find a comparison between two different bikes, cars or so."