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In marketing, brand management is the control of how a brand is perceived in the market.Tangible elements of brand management include the look, price, and packaging of the product itself; intangible elements are the experiences that the target markets share with the brand, and the relationships they have with it.
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The precise origins of the positioning concept are unclear. Cano (2003), Schwartzkopf (2008), and others have argued that the concepts of market segmentation and positioning were central to the tacit knowledge that informed brand advertising from the 1920s, but did not become codified in marketing textbooks and journal articles until the 1950s and 60s.
Category management; Celebrity branding; Challenger brand; Channel conflict; Co-branding; COBRA (consumer theory) Comité Colbert; Community of style; The Co-operative brand; Corporate branding; Corporate identity; Country of origin; Customer experience; Customer switching; Customer value maximization
Branding began to beas a top management priority around the 2000’s due to the growing realization that a brand is one of the important assets that a firm can have. A brand is more than just a name on a stationery, clothes, plant, or equipment. [1] It carries meaning to all stakeholders and represents a set of values, and even a personality of ...
Return on brand can be applied in several branding assessment models: The approach of T. Munoz and S. Kumar, who propose to build a branding assessment system based on three classes of metrics (perception metrics, behavioral metrics, financial metrics), which make it possible to evaluate branding effectiveness.
Brand implementation is an integrated part of a branding cycle and needs to be initiated during the brand design and development phase. Brand implementation is the continuous and consistent application of the brand's image in all business units, communication channels and media. This refers to marketing and branding as a unified whole. In that ...