Brand Management

Contents Preface 1 Introduction to brand management 2 Typology of brand 3 Brands and products 4 Marketing advantages of strong brands 5 Building brand commitment 6 Brand personality 7 Luxury fashion brand 8 Integrated marketing communications 9 Branding and market segmentation 10 Role of brand trust and brand affect 11 Country equity and country branding 12 Consequences of brand loyalty 13 Sources of brand value 14 Drives of brand value Index A brand is the identity of a specific product service or business A brand can take many forms including a name sign symbol colour combination or slogan A legally protected brand name is called a trademark The word brand has continued to evolve to encompass identity and it affects the personality of a product company or service Brand management can be defined as the application of marketing techniques to a specific product or brand It helps in increasing a products perceived value to the customer and thereby increase brand franchise and brand equity Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product This may increase sales by making a comparison with competing products more favorable The value of the brand is determined by the amount of profit it generates for the manufacturer This can result from a combination of increased sales and increased price and or reduced cost of goods sold andor reduced or more efficient marketing investment All of these enhancements may improve the profitability of a brand Brand management is often viewed in organisation as a broader and more strategic role than marketing alone 304 pp.…