Brand management
Encyclopedia
Brand management is the application of marketing
techniques to a specific product
, product line, or brand
.
The discipline of brand management was started at Procter & Gamble
as a result of a famous memo by Neil H. McElroy
.
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
techniques to a specific product
Product (business)
In general, the product is defined as a "thing produced by labor or effort" or the "result of an act or a process", and stems from the verb produce, from the Latin prōdūce ' lead or bring forth'. Since 1575, the word "product" has referred to anything produced...
, product line, or brand
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
.
The discipline of brand management was started at Procter & Gamble
Procter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
as a result of a famous memo by Neil H. McElroy
Neil H. McElroy
Neil Hosler McElroy was United States Secretary of Defense from 1957 to 1959 under President Eisenhower. He had been president of Procter & Gamble.- Early life :...
.
See also
- BrandBrandThe American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
- Brand orientationBrand orientationBrand orientation is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased interest in strong brands is the accelerating pace of globalization. This has resulted in an ever-tougher competitive situation on many markets....
- Chief brand officerChief brand officerA chief brand officer is a relatively new executive level position at a corporation, company, organization, or agency, typically reporting directly to the CEO or board of directors. The CBO is responsible for a brand's image, experience, and promise, and propagating it throughout all aspects of...
- Employer brandingEmployer brandingThe term employer brand was first used in the early 1990s to denote an organisation’s reputation as an employer. Since then, it has become widely adopted by the global management community...
- Predictive analyticsPredictive analyticsPredictive analytics encompasses a variety of statistical techniques from modeling, machine learning, data mining and game theory that analyze current and historical facts to make predictions about future events....
- Brand communityBrand communityA brand community is a community formed on the basis of attachment to a product or marque. Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture. Among the concepts developed to explain the behavior of...
- Brand engagementBrand engagementBrand engagement is a term loosely used to describe the process of forming an attachment between a person and a brand. It comprises one aspect of brand management...
- Brand implementationBrand implementationBrand implementation refers to the physical representation and consistent application of brand identity across visual and verbal identity carriers. In visual terms, this can include signage, uniforms, liveries, interior design and branded merchandise...
- Customer engagementCustomer engagementCustomer engagement refers to the engagement of customers with one another, with a company or a brand. The initiative for engagement can be either consumer- or company-led and the medium of engagement can be on or offline....
* - Emory Brand InstituteEmory Brand InstituteFormerly known as the Emory Brand Institute, the Emory Marketing Institute is a non-profit innovation research group based in Atlanta, Georgia. The institute pursues the scientific advancement of brand management...
at Emory UniversityEmory UniversityEmory University is a private research university in metropolitan Atlanta, located in the Druid Hills section of unincorporated DeKalb County, Georgia, United States. The university was founded as Emory College in 1836 in Oxford, Georgia by a small group of Methodists and was named in honor of... - Naming firmsNaming firmsUnlike their full service marketing counterparts, naming firms specialize entirely in the linguistic art/science of creating product and company names. Currently there are about 50 naming firms globally. Naming has become big business, with some larger companies investing upwards of $500,000 to...
- Product namingProduct namingProduct naming is the discipline of deciding what a product will be called, and is very similar in concept and approach to the process of deciding on a name for a company or organization...
- Visual brand languageVisual brand languageVisual brand language is branding terminology for a unique "alphabet" of design elements – such as shape, color, materials, finish, typography and composition – which directly and subliminally communicate a company's values and personality through compelling imagery and design style...
- Visual merchandisingVisual merchandisingVisual merchandising is the activity and profession of developing floor plans and three-dimensional displays in order to maximise sales.Both goods or services can be displayed to highlight their features and benefits...
Notations
- Brands Trademarks and Advertising, Rodney D. Ryder, Lexis Nexis Butterworths.
- Brand Warfare, David D'AlessandroDavid F. D'AlessandroDavid F. D’Alessandro is a former Fortune 200 CEO and the author of three best-selling business books. While rising through the ranks and serving as chairman and CEO of John Hancock Financial Services, he guided the company through a period of diversification, growth and transformation from a...
, McGraw Hill, New York, 2001, ISBN 0-07-136293-2 - Philip Kotler and Waldemar Pfoertsch, B2B Brand Management, Springer, 2006.
- Bridson, K., and Evans, J., 2004, ‘The secret to a fashion advantage is brand orientation’, International Journal of Retail and Distribution Management, 32(8): 403-11
- Paul Kilburn and Alfred Riachi “Co-Branding VS Branding” Journal of Marketing, 2006
- Aaker, D. A. (2004) Brand Portfolio Strategy, New York: Free Press.
- Olins W. (2003) On Brand. London: Thames & Hudson