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BM

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

Ensure identification of the brand with customers and as association of the

brand in customers’ minds with a specific product class or customer need.

Brand Meaning

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.
Brand Responses

Elicit the proper customer responses to this brand identification and brand
meaning.
Brand Relationship

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:
1. Who are you? (Brand identity)
2. What are you? (Brand meaning)
3. What about you? (Brand responses)
4. What about you and me? (Brand relationship)
Brand Management
• Creating the promise

• Defining the brand


• Memorable and desirable

• Making the promise


• Inject it into the minds of customers
• Role of marketing starts (which includes
advertising and PR)

• Keeping the promise


• Deliver what you promise
• Keeping promises means managing capability &
consistency.

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