Brand management
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| Marketing |
|---|
| Key concepts |
| Product marketing · Pricing Distribution · Service · Retail Brand management Account-based marketing Ethics · Effectiveness · Research Segmentation · Strategy · Activation Management · Dominance Marketing operations |
| Promotional contents |
| Advertising · Branding · Underwriting Direct marketing · Personal sales Product placement · Publicity Sales promotion · Sex in advertising Loyalty marketing · SMS marketing Premiums · Prizes |
| Promotional media |
| Printing · Publication · Broadcasting Out-of-home advertising · Internet Point of sale · Merchandise Digital marketing · In-game advertising Product demonstration · Word-of-mouth Brand ambassador · Drip marketing · Visual merchandising |
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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[1] by Neil H. McElroy.[2]
Contents |
[edit] See also
- Brand
- Brand orientation
- Chief brand officer
- Employer branding
- Predictive analytics
- Brand community
- Brand engagement
- Brand implementation
- Customer engagement*
- Emory Brand Institute at Emory University
- Naming firms
- Product naming
- Visual brand language
- Visual merchandising
[edit] References
[edit] Footnotes
- ^ "Neil McElroy's Epiphany". P&G Changing the Face of Consumer Marketing. Harvard Business School. 5/2/2000. http://hbswk.hbs.edu/archive/1476.html. Retrieved 3/9/2011.
- ^ Aaker, David A.; Erich Joachimsthaler (2000). Brand Leadership. New York: The Free Press. pp. 1–6. ISBN 0-684-83924-5.
[edit] Notations
- Brands Trademarks and Advertising, Rodney D. Ryder, Lexis Nexis Butterworths.
- Brand Warfare, David D'Alessandro, 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
