Managing the brand

A brand manager has to oversee overall brand performance. Cano has argued that the positioning strategy JWT used for Lux exhibited an insightful understanding of the way that consumers mentally construct brand images. The aim of branding is to convey brand message vividly, create customer loyalty, persuade the buyer for the product, and establish an emotional connectivity with the customers.

The functional aspect of an abstract-functional brand provides companies with some degree of control over the brand. Other brands have progressed along this continuum of abstraction yet remain primarily product-related.

Ford and Firestone might have mitigated some of the damage suffered by their brands during the crises involving tires on the Explorer had they implemented such a defensive maneuver. M Hulbert and M. Demographic changes are another factor. The truth is, it was a clockwork trick. The horizontal axis represents the degree to which a brand is associated with a product, and the vertical axis denotes whether the brand focuses on functionality or meaning.

Brand Management - Meaning and Important Concepts

In Japan, branding has a long heritage. Evidence of silver bars marked under authority of the Emperor Augustinian dates to around CE, and represents one of the oldest known forms of consumer protection.

It gives an image of an experienced, huge and reliable business. In the case of Lux, the brand disconnected from images of household drudgery, and connected with images of leisure and fashion.

Hallmark on an English silver spoon, dated to the Medieval period Not all historians agree that the distinctive packages and markings used in antiquity can be compared with modern brands or labels.

In the US, advertising agency, J. So you have a logo, your corporate brand that stands for something — your brand reputation and relationship with your consumer. You aren't moving forward as fast when you are constantly looking over your shoulder," Dixson says. Eumachius;" probably references to the name of the producer.

Brand management

The Abstract-Functional Brand Increasing numbers of packaged-goods companies have tried to attain this position. The primary aim of branding is to create differentiation. It includes developing a promise, making that promise and maintaining it.

At a time when concerns about product quality were a major public issues, a royal endorsement provided the public with a signal that the holder supplied goods worthy of use in the Royal household, and by implication inspired public confidence. At the high-enactment extreme, brands can be minimally tied to function but nonetheless carry tremendous meaning for the consumer.

Licensees then developed better products. Strong brand organizations have a high market share. The brand should be given good support so that it can sustain itself in long run.

All these stakeholders have differing motives and interests that vastly complicate brand management. It is nothing but capturing your customers mind with your brand name. Pine II and J.

Brand management

You never know when an acquaintance or colleague will pass along a lead to you. Share knowledge and promote your company as an industry leader.

Brand Management - Meaning and Important Concepts

Forms of trade dress e. Companies that want to make their brands more enacted will face a difficult dilemma: Any company trying to evolve its brand must ensure that it retains some of that heritage or else risk losing its existing customer base.

Bread-makers, silversmiths and goldsmiths all marked their wares during this period. Carbonized loaves of bread, found at Herculaneum, indicate that some bakers stamped their bread with the producer's name and other information including the use, price or intended recipient.

To manage their brands effectively, companies must not only take a much more customer-centric view, 2 they must also have the appropriate tools. Traditional market research may become even less useful as customer-brand relationships and consumer-constructed brand meanings become more inscrutable.

Brand management includes managing the tangible and intangible characteristics of brand.

In case of product brands, the tangibles include the product itself, price, packaging, etc. In case of product brands, the tangibles include the product itself, price, packaging, etc. Many companies have made costly mistakes in managing their brands.

Arthur Andersen, Martha Stewart Living Omnimedia, Ford Motor Co. and Firestone are but some of the more infamous examples. Less dramatically, many firms have faltered badly in their attempts to extend their brands by. Very simply, brand description (or identity or image) is tailored to the needs and wants of a target market using the marketing mix of product, price, place, and promotion.

The dynamic, ubiquitous, and often real-time interaction enabled by social media significantly changes the landscape for brand management. A deep understanding of this change is critical since it may affect a brand's performance substantially. E. Tauber, “Brand Leveraging: Strategies for Growth in a Cost-Control World,” Journal of Advertising Research 28 (August–September ): 26–30; and D.A.

Aaker, “Managing Brand Equity: Capitalizing on the Value of the Brand Name” (New York: Free Press, ). 8. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers.

BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.

Managing the brand
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Brand Management - Meaning and Important Concepts