Brand Management

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Dictionary Says

Definition of 'Brand Management'

A function of marketing that uses techniques to increase the perceived value of a product line or brand over time. Effective brand management enables the price of products to go up and builds loyal customers through positive brand associations and images or a strong awareness of the brand. Developing a strategic plan to maintain brand equity or gain brand value requires a comprehensive understanding of the brand, its target market and the company's overall vision.
Investopedia Says

Investopedia explains 'Brand Management'

When implementing marketing plans, the core brand values are emphasized and it is important to be consistent in the ideas portrayed by the company, whether it is through internal or external branding. Understanding how your brand compares to the competition is also important. Profitability is one way brand managers measure the effectiveness of campaigns, but it could take decades to build and manage a brand.

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Search results for

'Brand Management'

  • How Companies Create A Brand

    http://www.investopedia.com/articles/professionaleducation/11/how-companies-create-brands.asp
    How Companies Create A Brand. August 29 2011 | Filed Under ยป Business. Regardless
    of size, many business owners want to create a brand around their business. ...

  • Top 5 Global Brands

    http://stocks.investopedia.com/stock-analysis/2010/Top-5-Global-Brands-KO-IBM-GOOG-MSFT-GE0927.aspx
    ... brands recently compiled by Interbrand, a brand management and consulting firm.
    The top five brands on the list are collectively worth close to $300 billion. ...

  • Mutual Funds: Brand Names Vs. House Brands

    http://www.investopedia.com/articles/mutualfund/08/proprietary-mutual-funds.asp
    ... These include the brand names of the business such as Vanguard, T ... banks, credit unions,
    brokerage firms, insurance companies and wealth management companies. ...

  • Another Opportunity For Gap To Prove Itself

    http://stocks.investopedia.com/stock-analysis/2009/Another-Opportunity-For-Gap-To-Prove-Itself-GPS0528.aspx
    ... In terms of brand, management stated that "investment at Old Navy is starting to
    pay off some early dividends, as marketing and product selection is driving ...

  • Nike's Winning Formula

    http://stocks.investopedia.com/stock-analysis/2010/Nikes-Winning-Formula-NKE-ADDYY-SKX-KSWS-FL0924.aspx
    ... In the meantime, Nike continues to pursue some pretty active brand management
    strategies. Nike has always been aggressive in college ...

  • 3 Secrets Of Successful Companies

    http://www.investopedia.com/articles/stocks/08/secrets-success-company-stock.asp
    ... Competitive advantage; Above-average management; Market leadership. Competitive
    Advantage Michael ... Brand names like Kleenex and Coke have become synonymous with ...

  • Don't Ride Coach Just Yet

    http://stocks.investopedia.com/stock-analysis/2009/Dont-Ride-Coach-Just-Yet-COH-M-SKS-JWN-TJX1022.aspx
    ... Given that management can properly penetrate the Chinese consumer market, there
    is vast potential in the region. Currently, brand awareness clocks in at just 8 ...

  • Stock-Picking Strategies: Qualitative Analysis | Investopedia

    http://www.investopedia.com/university/stockpicking/stockpicking2.asp
    ... a company actually generates revenue in order to evaluate whether management is
    making ... Brand Name A valuable brand reflects years of product development and ...

  • Crisis Management Strategies For Business Owners

    http://www.investopedia.com/articles/financial-theory/10/crisis-management.asp
    ... to hire a public relations firm or expert consultant in crisis management techniques. ...
    eventually wane and can be replaced by a renewed loyalty to the brand. ...

  • Introducing The "Brand" Name Portfolio

    http://stocks.investopedia.com/stock-analysis/2008/Introducing_The_Brand_Name_Portfolio.aspx
    ... Special Purpose Acquisition Company) where the money is raised and then management
    has 24 ... If we remove two of the small caps, we will have our brand portfolio. ...

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