Home > Blossary: Brand Management
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

13 Terms

Created by: dnatalia

Number of Blossarys: 60

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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 ...

Domain: Business services; Category: Marketing

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 ...

Domain: Advertising; Category: Marketing communications

A phrase that communicates the fundamental nature of a trade name associated with one or more products made by the same company. A business marketing team will often spend considerable time ...

Domain: Advertising; Category: Marketing communications

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 ...

Domain: Business services; Category: Marketing

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.

Domain: Advertising; Category: Marketing communications

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 ...

Domain: Advertising; Category: Marketing communications

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