Brand Management

Description of Brand Management. Explanation.

Join our management communities


Full Name:*
Company:
Street + nr:*
City:*
State:
Postal Code:*
Country:*
E-mail:*	(This will be your username)
	I agree to the Terms of Service.

Definition Brand Management. Description.

Brand Management refers to the managerial activities related to increasing, maintaining, or rationalizing the value of a brand through managing its tangible and intangible aspects.

For service brands the tangibles are to do with the customer experience - the retail environment, interface with salespeople, overall satisfaction, etc. For product, service and corporate brands, the intangibles are the same and refer to the emotional connections derived as a result of experience, identity, communication and people.

Strong brands can be legally protected, are easy to pronounce, easy to remember, easy to recognize, attract attention, suggest product benefits or usage, support the company or product image, distinguish the product's positioning relative to the competition.

Forum

Recent User Comments

    			 
  			   asfina - India
  	       
  		     Brand Rivalry
  	  		 "What is brand rivalry?"
  			   
    	  		 0

Comment on this Page

Return to Management Hub: Communication & Skills | Decision-making & Valuation | Ethics & Responsibility | Knowledge & Intangibles | Marketing

More on Management | Return to Management Dictionary |

End of description Brand Management. An explanation.