Brand Management

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Description of Brand Management. Explanation.

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  1. Summary
  2. Forum
  3. Best Practices
  4. Expert Tips
  5. Resources
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Definition Brand Management. Description.


Brand Management (BM) 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.

 

Changes in Emphasis of Brand Management

Initially brand management emphasized a product- and company-centric perspective that considered customers as passive recipients. Nevertheless, their seem to be a shift in paradigm in which brands are now seen as a portfolio of meanings built by personalized experiences of multiple stakeholders that are co-created in relations, interactions and brand touch points. As a result of this paradigm shift, the tasks of brand managers have now changed in several ways:

  1. MULTIPLE STAKEHOLDER PERSPECTIVE: Although brand managers used to take into account customers’ perception of brands, they are now forced to also consider the multiple stakeholders’ perceptions and interpretations of brands; this is a multiple-stakeholder perspective in which brands are seen customer-employee and a company-stakeholder interface. Actually, the company becomes the brand in this case.
  2. MORE ACTIVITIES: Because of the wider perspective of brand management, additional activities besides the traditional ones (advertising, communication) should be considered. The reason is that now brand perceptions depend on the question whether brands are able to meet their promises and give a superior impression by stakeholders throughout the process of contact and interactions they will have. This will create commitment and brand loyalty.
  3. DECREASED CONTROL: As a result of the paradigm shift, customers’ opinions about brands are affected by the multiple stakeholders’ perceptions, who are able to share their perceptions through the use of social networks. Indeed, social networks become increasingly powerful in constructing the brand meaning and perceptions; brand managers have lost some of their control over their brand as a result of this power shift.

Source: Iglesias, O. And E. Bonet (2012). “Persuasive Brand Management: How managers can influence brand meaning when they are losing control over it.” Journal of Organizational Change Management, Vol. 25


The Internet has become an important channel for managing brands and the Online Corporate Reputation.


Brand Management Forum
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Brand Management Special Interest Group


Special Interest Group

 

Best Practices - Brand Management Premium
  Managing Brand Hierarchy
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Expert Tips - Brand Management Premium
 

Why are Brands Often So Similar? Understanding Brand Similarity/Parity

Despite of the efforts of companies to differentia...
Usage (application): Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation
 
 
 

The 22 Laws of Branding (Trout & Ries)

1. The Law of Expansion: The power of a brand is i...
Usage (application): Branding, Brand Recognition
 
 
 

Status Brands: The influence of Power-distance Beliefs

Status brands are brands that can inherently raise...
Usage (application): Branding, Brand Management, Power Distance, Brand Recognition
 
 
 

Brand Engagement of Consumers in the Digital Age

Edelman argues that nowadays people are connecting...
Usage (application): Branding, Brand Management, Marketing, Advertising
 
 
 

Brand Relationship Quality

A lot of research has been done to consumers’ bran...
Usage (application): Branding, Brand Management, Brand Differentiation, Brand Relationship
 
 
 

Three Dimensions in How Global Brands are Evaluated by Consumers

Holt et al. (2004) researched how people evaluate ...
Usage (application): Global Branding, Corporate Reputation, CSR, Globalization
 
 

Resources - Brand Management Premium

Brand Stretching and Extension

Presentation that is mainly about Brand Stretching...
Usage (application): Brand Management, Brand Identity, Global Brand, Meta Brand
 

Introduction to Managing Brands

Presentation about brand management. Table of cont...
Usage (application): Brand Management, Brand Loyalty, Brand Equity
 

Jennifer Aaker on Branding

Jennifer Aaker explains the difference between bra...
Usage (application): Jennifer Aaker on Branding
 

Social Media for Organizations

This presentation provides interesting information...
Usage (application): Social Media for Business, Online Business Identity, Corporate Reputation, Social Networking for Business
 

The Internet / Social Media Revolution

Video shows how fast social media is growing. And ...
Usage (application): Social Media, Internet Strategy, Internet Impact, Digital Revolution
 

The Importance of Reputational Risk and Managing it

This presentation focuses mainly on the importance...
Usage (application): Reputation Management, Risk Management
 

Strategically Managing Perceptions for Improved Corporate Reputation

Concise presentation that provides an interesting ...
Usage (application): Reputation Management Activities, Strategic Reputation Management, Reputation Perceptions
 

Sports Marketing needs to be done by Professionals

Lou Imbriano explains sports marketing (sponsoring...
Usage (application): Sponsoring Strategy, Sponsoring Implementation
 
 

News about Brand Management


     
 

Videos about Brand Management


     
 

Presentations about Brand Management


     
 

More about Brand Management


     

Compare with: Brand Asset Valuator  |  Relational Capital  |  Positioning  |  Co-Marketing  |  Cross-Branding  |  Unaided Recall  |  Brand Recognition  |  Unbranding

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This ends our Brand Management summary and forum.

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