Brand management

Brand management
Marketing
Key concepts
Product marketing · Pricing
Distribution · Service · Retail
Brand management
Account-based marketing
Ethics · Effectiveness · Research
Segmentation · Strategy · Activation
Management · Dominance
Marketing operations
Promotional content
Advertising · Branding · Underwriting
Direct marketing · Personal sales
Product placement · Publicity
Sales promotion · Sex in advertising
Loyalty marketing · SMS marketing
Premiums · Prizes
Promotional media
Printing · Publication · Broadcasting
Out-of-home advertising · Internet
Point of sale · Merchandise
Digital marketing · In-game advertising
In-store demonstration · Word-of-mouth
Brand ambassador · Drip marketing · Visual merchandising
v · d · e

Brand management is the application of marketing techniques to a specific product, product line, or brand.

The discipline of brand management was started at Procter & Gamble as a result of a famous memo[1] by Neil H. McElroy.[2]

Contents

See also

References

Footnotes

  1. ^ "Neil McElroy's Epiphany". P&G Changing the Face of Consumer Marketing. Harvard Business School. 5/2/2000. http://hbswk.hbs.edu/archive/1476.html. Retrieved 3/9/2011. 
  2. ^ Aaker, David A.; Erich Joachimsthaler (2000). Brand Leadership. New York: The Free Press. pp. 1–6. ISBN 0-684-83924-5. 

Notations

  • Brands Trademarks and Advertising, Rodney D. Ryder, Lexis Nexis Butterworths.
  • Brand Warfare, David D'Alessandro, McGraw Hill, New York, 2001, ISBN 0-07-136293-2
  • Philip Kotler and Waldemar Pfoertsch, B2B Brand Management, Springer, 2006.
  • Bridson, K., and Evans, J., 2004, ‘The secret to a fashion advantage is brand orientation’, International Journal of Retail and Distribution Management, 32(8): 403-11
  • Paul Kilburn and Alfred Riachi “Co-Branding VS Branding” Journal of Marketing, 2006
  • Aaker, D. A. (2004) Brand Portfolio Strategy, New York: Free Press.
  • Olins W. (2003) On Brand. London: Thames & Hudson

Wikimedia Foundation. 2010.

Игры ⚽ Нужно сделать НИР?

Look at other dictionaries:

  • brand management — ➔ management * * * brand management UK US noun [U] ► MARKETING, COMMERCE the process of controlling the way in which a company markets a product or brand so that people continue to buy it or buy more of it: »The company recognized as a leader in… …   Financial and business terms

  • Brand Management — A function of marketing that uses techniques to increase the perceived value of a product line or brand over time. Effective brand management enables the price of products to go up and builds loyal customers through positive brand associations… …   Investment dictionary

  • Brand Management — Dieser Artikel bedarf einer Überarbeitung. Näheres ist auf der QS Diskussionsseite angegeben. Hilf mit, ihn zu verbessern, und entferne anschließend diese Markierung. Die Positionierung im Marketing bezeichnet das gezielte, planmäßige Schaffen… …   Deutsch Wikipedia

  • brand management — /brænd mænɪdʒmənt/ noun directing the making and selling of a brand as an independent item …   Marketing dictionary in english

  • Brand extension — or brand stretching is a marketing strategy in which a firm marketing a product with a well developed image uses the same brand name in a different product category. Organizations use this strategy to increase and leverage brand equity… …   Wikipedia

  • Brand engagement — is a term loosely used to describe the process of forming an attachment (emotional and rational) between a person and a brand. It comprises one aspect of brand management. What makes the topic complex is that brand engagement is partly created by …   Wikipedia

  • Brand loyalty — Brand loyalty, in marketing, consists of a consumer s commitment to repurchase the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy.Dick, Alan S. and Kunal Basu… …   Wikipedia

  • Brand implementation — refers to the physical application of brand identity across visual identity carriers. This can include signage, uniforms, liveries and branded merchandise. Brand implementation encompasses facets of architecture, product design, industrial design …   Wikipedia

  • Brand equity — refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name [Aaker, David A. (1991), Managing Brand Equity. New York: The Free… …   Wikipedia

  • Brand orientation — is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased interest in strong brands is the accelerating pace of globalization. This has resulted in an ever tougher… …   Wikipedia

Share the article and excerpts

Direct link
… Do a right-click on the link above
and select “Copy Link”