Brand Management

Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target markets essential for brand management.

Brand management begins with having a thorough knowledge of the term “Brand”. It includes developing a promise, making that promise and maintaining it. It means defining the brand, positioning the brand, and delivering the brand. Brand management is nothing but an art of creating and sustaining the brand. Branding makes customers committed to your business. A strong brand differentiates your products from the competitors. It gives a quality image to your business.

Brand management involves a number of important aspects such as cost, customer satisfaction, in-store presentation, and competition. Brand management is built on a marketing foundation, but focuses directly on the brand and how that brand can remain favorable to customers. Proper brand management can result in higher sales of not only one product, but on other products associated with that brand.

Bird & Bird ‘exceeds expectations’ in developing trade mark strategies, administering vast portfolios and litigating with ‘amazing success rates’

Some Important concepts of Brand Management:

• Definition of Brand
• Brand Name
• Brand Attributes
• Brand Positioning
• Brand Identity
• Sources of Brand Identity
• Brand Image
• Brand Identity vs Brand Image
• Brand Personality
• Brand Awareness
• Brand Loyalty
• Brand Association
• Building a Brand
• Brand Equity
• Brand Equity & Customer Equity
• Brand Extension
• Co-branding