Professional Documents
Culture Documents
Brand Management
Brand Management
Denitions
In 2001 Hislop dened branding as the process of creating a relationship or a connection between a companys
product and emotional perception of the customer for
the purpose of generating segregation among competition and building loyalty among customers. In 2004 and
2008, Kapferer and Keller respectively dened it as a fulllment in customer expectations and consistent customer
satisfaction.[1]
Brand management is a function of marketing that uses
special techniques in order to increase the perceived value
of a product (see: Brand equity). Based on the aims of
the established marketing strategy, brand management
enables the price of products to grow and builds loyal
customers through positive associations and images or a
strong awareness of the brand.[2]
History
Modern brand management also intersects with legal issues such as 'genericization of trademark.' The 'Xerox'
Company continues to ght heavily in media whenever a
reporter or other writer uses 'xerox' as simply a synonym
for 'photocopy.'[9] Should usage of 'xerox' be accepted as
the standard English term for 'photocopy,' then Xeroxs
competitors could successfully argue in court that they
are permitted to create 'xerox' machines as well. Yet, in
8 BIBLIOGRAPHY
a sense, reaching this stage of market domination is it- Britannia of the 1990s.
self a triumph of brand management, in that becoming
so dominant typically involves strong prot.
6 Social media
3
Brand orientation
Brand orientation refers to the degree to which the organization values brands and its practices are oriented
towards building brand capabilities (Bridson & Evans,
2004). It is a deliberate approach to working with brands,
both internally and externally. The most important driving force behind this increased interest in strong brands
is the accelerating pace of globalization. This has resulted in an ever-tougher competitive situation on many
markets. A products superiority is in itself no longer
sucient to guarantee its success. The fast pace of
technological development and the increased speed with
which imitations turn up on the market have dramatically shortened product lifecycles. The consequence is
that product-related competitive advantages soon risk being transformed into competitive prerequisites. For this
reason, increasing numbers of companies are looking for
other, more enduring, competitive tools such as brands.
Justication
Brand management aims to create an emotional connection between products, companies and their customers
and constituents. Brand managers may try to control the
brand image.[10]
Even though social media has changed the tactics of marketing brands, its primary goals remain the same; to attract and retain customers.[13] However, companies have
now experienced a new challenge with the introduction
of social media. This change is nding the right balance
between empowering customers to spread the word about
the brand through viral platforms, while still controlling
the companys own core strategic marketing goals.[14]
Word-of-mouth marketing via social media, falls under
the category of viral marketing, which broadly describes
any strategy that encourages individuals to propagate
a message, thus, creating the potential for exponential
growth in the messages exposure and inuence.[15] Basic
forms of this are seen when a customer makes a statement
about a product or company or endorses a brand. This
marketing technique allows users to spread the word on
the brand which creates exposure for the company. Because of this brands have become interested in exploring
or using social media for commercial benet.
7 See also
Brand ambassador
Brand awareness
Brand engagement
Approaches
Brand implementation
Chief brand ocer
Co-branding
Employer branding
Promise Index
Visual brand language
8 Bibliography
No logo. Naomi Klein. Picador USA, 2009.
The Brands Handbook.
Hudson, 2008.
References
Bridson, K., and Evans, J. (2004) The secret to
a fashion advantage is brand orientation, International Journal of Retail and Distribution Management, 32(8): 403-11
[1] Shamoon, Sumaira, and Saiqa Tehseen. Brand Management: What Next?" Interdisciplinary Journal Of Contemporary Research In Business 2.12 (2011): 435441. Business Source Complete. Web. October 20, 2012.
[2] Brand Management Denition.
2015.
Retrieved 17 April
[3] Shamoon, Sumaira, and Saiqa Tehseen. Brand Management: What Next?" Interdisciplinary Journal Of Contemporary Research In Business 2.12 (2011): 435441. Business Source Complete. Web. October 20, 2012.
[4] Neil McElroys Epiphany. P&G Changing the Face of
Consumer Marketing. Harvard Business School. May 2,
2000. Retrieved March 9, 2011.
[5] Aaker, David A.; Erich Joachimsthaler (2000). Brand
Leadership. New York: The Free Press. pp. 16. ISBN
0-684-83924-5.
[6] Previous Years - Best Global Brands - Interbrand. interbrand.com. Retrieved December 14, 2014.
[7] http://www.snopes.com/holidays/christmas/santa/
cocacola.asp
[8] http://www.snopes.com/cokelore/tadpole.asp
[9] 41 Brand Names People Use as Generic Terms. Mental
Floss. Retrieved December 14, 2014.
[10] Shamoon, Sumaira, and Saiqa Tehseen. Brand Management: What Next?" Interdisciplinary Journal Of Contemporary Research In Business 2.12 (2011): 435441. Business Source Complete. Web. October 20, 2012.
[11] Shamoon, Sumaira, and Saiqa Tehseen. Brand Management: What Next?" Interdisciplinary Journal Of Contemporary Research In Business 2.12 (2011): 435441. Business Source Complete. Web. October 20, 2012.
[12] True, Jacqui (2006). Globalisation and Identity. In
Raymond Miller. Globalisation and Identity. South Melbourne: Oxford University Press. p. 74. ISBN 978-0-19558492-9.
[13] Weber, L. (2009). Marketing to the social web: How digital customer communities build your business. London:
Wiley.
[14] Wolny, J., & Mueller, C. (2013). Analysis of fashion consumers motives to engage in electronic word-of-mouth
communication through social media platforms. Journal Of Marketing Management, 29(5/6), 562-583. doi:
10.1080/0267257X.2013.778324
[15] Bampo, M., Ewing, M. T., Mather, D. R., Stewart, D.,
& Wallace, M. (2008). The eect of the social structure of digital networks on viral marketing performance.
Information Systems Research, 19(3), 273290. doi:
10.1287/isre.1070.0152
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