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 Association

Extent to which a particular brand calls to mind the attributes of a general product category. For example, asking for 'Pampers' when one wants disposable diapers.

Brand Architecture

The structure of brands within an organizational entity. It is the way in which the brands within a company's portfolio are related to, and differentiated from, one another. The architecture should ...

Brand Loyalty

When consumers become committed to your brand and make repeat purchases over time. Brand loyalty is a result of consumer behavior and is affected by a person's preferences. Loyal customers will ...

Brand Personality

Something to which the consumer can relate, and an effective brand will increase its brand equity by having a consistent set of traits. This is the added-value that a brand gains, aside from its ...

Brand Positioning

A marketing strategy implemented by a company in order to get their brand to occupy a distinct position in the mind of the costumers.

Brand Equity

The sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, that results in personal commitment to and demand for the brand; these differentiating thoughts and feelings ...