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  2. Brand management - Wikipedia

    en.wikipedia.org/wiki/Brand_management

    Branding was more widely used in the 19th century, following the industrial revolution, and the development of new professions like marketing, manufacturing and business management formalized the study of brands and branding as a key business activity. [2] Branding is a way of differentiating product from mere commodities, and therefore the use ...

  3. Brand awareness - Wikipedia

    en.wikipedia.org/wiki/Brand_awareness

    Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. [1] Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. [2] It is a key consideration in consumer behavior, advertising management, and brand management. The consumer's ability to ...

  4. Brand - Wikipedia

    en.wikipedia.org/wiki/Brand

    Brand extension is the system of employing a current brand name to enter a different product class. Having a strong brand equity allows for brand extension; for example, many fashion and designer companies extended brands into fragrances, shoes and accessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc ...

  5. Brand equity - Wikipedia

    en.wikipedia.org/wiki/Brand_equity

    Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name.The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the products of well-known brands as better than those of lesser-known brands.

  6. Advertising management - Wikipedia

    en.wikipedia.org/wiki/Advertising_management

    For example, a company's short-term marketing objective might be to increase sales response for a given brand. However, this objective would require that a large number of consumers are aware of the brand and are favourably disposed towards it.

  7. Brand relationship - Wikipedia

    en.wikipedia.org/wiki/Brand_relationship

    A consumer-brand relationship, also known as a brand relationship, is the relationship that consumers think, feel, and have with a product or company brand. [1] For more than half a century, scholarship has been generated to help managers and stakeholders understand how to drive favorable brand attitudes, brand loyalty, repeat purchases, customer lifetime value, customer advocacy, and ...

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