Blossary – Brand Management

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The process of maintaining, improving, and upholding a brand so that the name is associated with positive results. 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.

Category: Business

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Created by: dnatalia

Number of Blossarys: 60

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Brand Extension

A common method of launching a new product by using an existing brand name on a new product in a different category. A company using brand extension hopes to leverage its existing customer base and ...

Brand Valuation

Brand valuation is the process used to calculate the value of brands. Historically, most of a company's value was in tangible assets such as property, stock, machinery or land. This has now changed ...

Brand Strategy

A plan for the systematic development of a brand to enable it to meet its agreed objectives. The strategy should be rooted in the brand's vision and driven by the principles of differentiation and ...

Brand Parity

A measure of how similar, or different, different brands in the same category are perceived to be. Brand parity varies widely from one category to another. It is high for petrol, for example: about ...

Brand Licensing

Licensing means give other people to use the company brand, but that person has to pay certain amount (leasing fee or royalty) in exchange for the brand image. For example: McDonald, KFC, ...

Brand Image

Basically is the impression that the customers have about the brand (or the products or the company). Brand image can be built through advertising, maintaining the products' quality, maintaing ...