CONTENTS:- 1. Introduction to brand management. 2. Typology of brand. 3. Brands and products. 4. Marketing advantages of strong brands. 5. Building brand commitment. 6. Brand personality. 7. Luxury fashion brand. 8. Integrated marketing communications. 9. Branding and market segmentation. 10. Role of brand trust and brand affect. 11. Country equity and country branding. 12. Consequences of brand loyalty. 13. Sources of brand value. 14. Drives of brand value.
A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, colour combination or slogan. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity and it affects the personality of a product, company or service. Brand management can be defined as the application of marketing techniques to a specific product or brand. It helps in increasing a product's perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. The value of the brand is determined by the amount of profit it generates for the manufacturer. This can result from a combination of increased sales and increased price and /or reduced cost of goods sold and/or reduced or more efficient marketing investment. All of these enhancements may improve the profitability of a brand. Brand management is often viewed in organisation as a broader and more strategic role than marketing alone.