Articles on Brand Management

Brand Management – Meaning and Important Concepts

Brand management is the process of developing, maintaining, and improving a business’ identity, reputation, and overall perception among its target...

Understanding Brand – What is a Brand?

Brands are different from products in a way that brands are “what the consumers buy”, while products are “what concern/companies...

Brand Positioning Strategy

Brand knowledge comprises of brand awareness and brand image contribute to establishing of customer based brand equity. The process is...

Brand Name – Definition, Features and Considerations behind naming a Brand

Brand name is one of the brand elements which helps the customers to identify and differentiate one product from another....

Brand Management: Brand Attributes

Brand Attributes portray a company’s brand characteristics. They signify the basic nature of brand. Brand attributes are a bundle of...

Brand Positioning – Definition and Concept

Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It is ensures that all...

Brand Identity – Definition and Concept

Brand identity stems from an organization, i.e., an organization is responsible for creating a distinguished product with unique characteristics. It...

Sources of Brand Identity

SYMBOLS- Symbols help customers memorize organization’s products and services. They help us correlate positive attributes that bring us closer and...

What is Brand Image? – Meaning and its Concept

Brand image is the current view of the customers about a brand. It can be defined as a unique bundle...

Developing a Brand Equity Measurement and Management System

Marketers have various tools at their disposal to build a strong consumer based brand equity. Through this tool, they have...

Brand Identity vs Brand Image

Brand Identity Brand Image 1 Brand identity develops from the source or the company. Brand image is perceived by...

What is Brand Personality ?

Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so...

What is Brand Awareness ?

Brand awareness is the probability that consumers are familiar about the life and availability of the product. It is the...

Designing and Implementing Branding Strategies

Customer based brand equity is created when brand knowledge comprising of brand awareness and brand image are at highest level...

What is Brand Loyalty and How to Develop It

Brand Loyalty is a scenario where the consumer fears purchasing and consuming product from another brand which he does not...

Brand Association – Meaning and its concepts

Brand Associations are not benefits, but are images and symbols associated with a brand or a brand benefit. For example-...

What is Brand Promise? – Mistakes to Avoid While Building it

Brand evokes the responses. There are many people who love their Apple iPod or love their car etc. There are...

Steps in Building a Brand Name Product or Service

At times, organizations are often inspired by a variety of ideas to create products and services which can be offered...

What is Brand Equity and How to Measure it

Brand Equity is the value and strength of the Brand that decides its worth. It can also be defined as...

Brand Equity & Customer Equity

Brand Equity is defined as value and strength of the Brand that decides its worth whereas Customer Equity is defined...

Brand Extension – Meaning, Advantages and Disadvantages

Brand Extension is the use of an established brand name in new product categories. This new category to which the...

Why Do Brands Have Extensions?

As the business environment is changing, the profile of the organizations as well as the way of conducting business is...

Brand Extension – A Success or Failure ?

Brand management has become quite a challenge for brand managers as well as the Organizations today. Intense competition and the...

Co-branding – Meaning, Types and Advantages and Disadvantages

What is Co-branding Co branding is the utilization of two or more brands to name a new product. The ingredient...

What is Brand Value ?

Branding has emerged as a corporate strategy in the recent times. All business organizations in all sectors have embraced the...

Brand Value Measurement – Models for Calculating Brand Value

Brands have a certain value in the market as well as in the balance sheets of the organization that owns...

Brand Categories

Every marketing management student would have heard the story about origin of branding, that it was initially used to identify...

Marketing Career Option – Brand Management

Sales and Marketing career is highly rewarding both in terms of rewards as well as knowledge and experience. There are...

Do Brands Happen or are they Made ?

Are brands built or do they just happen over a period of time?. Well, this is a difficult question to...

What do Brands Do?

As a Marketing student, you might wonder if brand building means advertising or that brand building is achieved through advertisements...

Brand Management Challenges in Changing Times

Last few decades have changed our world beyond recognition. There has been unprecedented progress in all spheres of life. Technology...

What is Perception Management and why it is Important for Organizational Success

What is Perception Management and Why it is So Important for Corporates We often hear the term, perceptions matter more...

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Articles on Brand Management