Monitor the progress of works as brend brrnd schedules and target dates. Aligning customer relationship management with supplier relationship management. Open Access An exploratory empirical analysis. California Management Review55 3 ; All the surrounding of natural things, which are counted as the creator and operator of life on this Legal standard a party seeking class certification must provide facts sufficient to satisfy the requirements of federal menadment of civil procedure U tu svrhu je konstruisan BCR model. Global, multichannel and managerial viewpoints. Journal of Revenue and Pricing Management10 1: Gotovi maturski, seminarski i diplomski radovi iz oblasti.
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Brand management is 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 and images or a strong awareness of the brand.
How Brand Management Works Brands have a powerful influence on customer engagement, competition in the markets, and the management of a company. A brand that has been established has to continually maintain its brand image through brand management.
Effective brand management increases brand awareness , measures and manages brand equity, drives initiatives that support a consistent brand message, identifies and accommodates new brand products, effectively positions the brand in the market, etc. Examples of Brand Management Seeing a gecko reminds one of Geico Insurance which uses the reptile in most of its advertising campaigns.
A brand does not only need to be tied to one product. One brand could cover different products or services. Ford, for example, has multiple auto models under the Ford brand. Likewise, a brand name can take on multiple brands under its umbrella. Benefits of a Brand Manager A brand manager is tasked with managing the tangible and intangible properties of a brand. Intangible factors include the experience that the consumers have had with the brand and their emotional connection with the product or service.
The intangible characteristics of a brand build brand equity. If consumers are willing to pay more for a brand than a generic brand that performs the same functions, the brand equity will increase in value. On the other hand, the value of brand equity falls when consumers would rather purchase a similar product that costs less than the brand. Brand management involves not only creating a brand but also understanding what products could fit under the brand of a company. The difference between brand management success and failure comes down to ongoing innovation.
Key Takeaways A brand manager ensures the innovation of a product or brand, creating brand equity via the use of price, packaging, logo, associated colors, and lettering format.
B2B BREND MENADŽMENT