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Success is a lousy teacher. It seduces smart people into thinking they can't lose.

Bill Gates

Brand Management

Concept Briefing:

Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity.

Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. Brand management helps increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price. See Brand Equity.

Brand Management related articles:

brandXpress blog

Is Brand Loyalty Really Dead?
Using branding the right way
Corporate Events – Still an Important Element of the Marketing Mix [Guest Post]
Do’s and Don’ts in Branding a Startup
What a Brand Is and What a Brand Isn’t
(Just) Logo Is Not Branding
Top 20 Coolest Brands in UK – 2011
Why Brands Turn-Back to Tune-In
Know and Avoid the Brand Identity Traps
Pick The Right School Online For Brand Marketing

16 Jan 2007 10:17:31

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