Brand management

brandingbrand managerbrand strategyBrand orientationbrandBrand Developmentconsumer recognitionre-brandbrand auditsbrand awareness
In marketing, brand management is the analysis and planning on how a brand is perceived in the market.wikipedia
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Marketing

marketermarketedmarketing campaign
In marketing, brand management is the analysis and planning on how a brand is perceived in the market.
Many parts of the marketing process (e.g. product design, art director, brand management, advertising, inbound marketing, copywriting etc.) involve use of the creative arts.

Procter & Gamble

Procter and GambleP&GProcter & Gamble Productions
The modern discipline of brand management is considered to have been started by a memo at Procter & Gamble by Neil H. McElroy.
P&G's dominance in many categories of consumer products makes its brand management decisions worthy of study.

Neil H. McElroy

Neil McElroyNeil Hosler McElroyN. H. McElroy
The modern discipline of brand management is considered to have been started by a memo at Procter & Gamble by Neil H. McElroy.
In 1931, as a junior executive managing the advertising campaign for P&G's Camay brand of soap, McElroy wrote a famous 3-page company memo that laid out the principles of modern brand management.

Brand

brand namemarquebrands
In marketing, brand management is the analysis and planning on how a brand is perceived in the market.
The key components that form a brand's toolbox include a brand's identity, brand communication (such as by logos and trademarks), brand awareness, brand loyalty, and various branding (brand management) strategies.

Brand awareness

brand recognitionhousehold nameawareness
Brand awareness refers to the extent to which consumers can identify a brand under various conditions.
Brand awareness is a key consideration in consumer behavior, advertising management, brand management and strategy development.

Brand architecture

sub-brand
In the field of brand management, brand architecture is the structure of brands within an organizational entity.

Brand equity

brand valuebrandbrand denomination
Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product (see: Brand equity).

Marketing research

consumer researchresearchmarket research
Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing.

Brand engagement

engagementbrands and preferred products
It comprises one aspect of brand management.

Brand ambassador

ambassadorbrand ambassadorsproduct endorser
For the sake of their brand and survival in a hopeless market, companies such as Procter and Gamble, General Foods and Unilever developed the discipline of brand management.

Employer branding

Likewise the marketing disciplines associated with branding and brand management have been increasingly applied by the human resources and talent management community to attract, engage and retain talented candidates and employees, in the same way that marketing applies such tools to attracting and retaining clients, customers and consumers.

Semantic Brand Score

Brand equity is traditionally assessed through a series of models, which are often based on the administration of questionnaires to consumers or, for example, on financial evaluations.

Personal branding

personal brandbrandingcopyright branding
Personal brands may be deliberately modified to reinvent a public persona.

Generic trademark

genericized trademarkgenericizedgeneric
Modern brand management also intersects with legal issues such as 'genericization of trademark.' The 'Xerox' Company continues to fight heavily in media whenever a reporter or other writer uses 'xerox' as simply a synonym for 'photocopy.' Should usage of 'xerox' be accepted as the standard American English term for 'photocopy,' then Xerox's competitors could successfully argue in court that they are permitted to create 'xerox' machines as well.

Royal Warrant of Appointment (United Kingdom)

Royal WarrantRoyal Warrant of Appointmentroyal warrants

Market (economics)

marketmarketsmarket forces
In marketing, brand management is the analysis and planning on how a brand is perceived in the market.

Target market

target marketingtarget marketstargeting
Developing a good relationship with the target market is essential for brand management.

Supply chain

supplierssupply chainssupply-chain
A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the supply chain.

Marketplace

marketstreet marketpublic market
These markings demonstrate the public's need for product information in an increasingly complex market-place.