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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 deals with the policies regarding branding strategies. It is
basically an application of marketing plans for a specific brand or a specific
product. An efficient brand management system can increase the product's
value and thereby, brand equity.
There are four steps of building a strong brand. These are as follows:
1. Ensure identification of the brand with customers and as association of the
brand in customers’ minds with a specific product class or customer need.
2. Firmly establish the totality of brand meaning in the minds of customers by
strategically linking a host of tangible and intangible brand associations
with certain properties.
3. Elicit the proper customer responses to this brand identification and brand
meaning.
4. Convert brand response to create an intense, active loyalty relationship
between customers and the brand.
These steps represent fundamental questions that customers can ask about
brands as follow:
Steps For Building A Strong
Brand :
Brand Identity
Brand Meaning
Elicit the proper customer responses to this brand identification and brand
meaning.
Brand Relationship