Brand management


Brand management

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

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