Brand Mangement
Brand management is a function of marketing that makes use of strategies and techniques to analyze and plan how the brand is perceived in the market. It aims to increase the overall perceived value of the brand in the long run and build a loyal customer base through positive brand associations.
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The strategic brand management process revolves around this aim. This process involves planning, executing, and controlling marketing and branding strategies and activities to build, measure, and control brand equity.
Brand Implementation
Brand Strategy
Market Research
Cooperative Identity
Brand Architecture
Product Development
Features & Benefits
While the tangible elements of brand management include the product and its price, packaging, shape, color, etc., the intangible elements that also play a major part in selling it and building a long-term experience are
Brand Equity
It’s the value of the brand as a separate asset.
Brand Image
It is an aggregate of beliefs, ideas, and impressions that a customer holds regarding the brand.
Brand Positioning
Positioning is the unique space a brand occupies in the brains of the customers
Brand Associations
The images and symbols associated with a brand or a brand benefit
Other Brand Elements
Elements like brand personality, communication elements, etc.
Brand Identity
Anticipating and accommodating new brand identity needs
Planning And Implementing Brand Marketing Programs
Choosing the brand elements
brand name, logo, symbols, characters, packing, and tagline. These are usually the first things customers will come across before actually trying the product.
Choosing the marketing activities
supporting marketing programs and the way the brand is integrated into them
Leveraging secondary associations
the country of origin, the channel of distribution, etc. These are usually other entities that have their associations. They result in lending their associations to add to the planned positioning.
Growing And Sustaining Brand Equity
Defining brand architecture
Managing brand equity over time
Brand reinforcement and revitalization
Measuring and Interpreting Brand Performance
Conducting Brand Audits
Designing Brand Tracking
Establishing A Brand Equity Management System