Brand Management

►A brand, in short, can be defined as a seller’s promise to provide consistently a unique set of characteristics, advantages, and services to the buyers/consumers. It is a name, term, sign, symbol or a combination of all these planned to differentiate the goods/services of one seller or group of sellers from those of competitors. Some examples of well known brands are Mc Donald’s’, Mercedes-Benz, Sony, Coca Cola, Kingfisher,Google, etc.✦

►Brand management begins with having a thorough knowledge of the term “brand”. It includes developing a promise, making that promise and maintaining it. It means defining the brand, positioning the brand, and delivering the brand. Brand management is nothing but an art of creating and sustaining the brand. Branding makes customers committed to your business. A strong brand differentiates your products from the competitors. It gives a quality image to your business.✦

►Brand management includes managing the tangible and intangible characteristics of brand. In case of product brands, the tangibles include the product itself, price, packaging, etc. While in case of service brands, the tangibles include the customers’ experience. The intangibles include emotional connections with the product / service.✦

【Topics Covered In This App are Listed Below】

⇢ Brand Management - Overview
⇢ What is a Brand?
⇢ Brand Name
⇢ What is Brand Management?
⇢ History of Branding
⇢ Brand Essence
⇢ Elements of a Brand
⇢ Brand Management versus Product Management
⇢ Brand Terminology
⇢ Brand Management - Diversity
⇢ Fast Moving Consumer Goods (FMCG) Brands
⇢ Commodities
⇢ Luxury Brands
⇢ Business to Business (B2B) Brands
⇢ Pharmaceutical Brands
⇢ Service Brands
⇢ E-Brands
⇢ Country Brands
⇢ Brand Management - Equity
⇢ What is Brand Equity?
⇢ Why does Brand Equity Matter?
⇢ Brand Decay
⇢ Brand Management - Equity Models
⇢ What is BrandZ?
⇢ Brand Asset Valuation
⇢ Building a Strong Brand Equity
⇢ Building Brand Identity and Image
⇢ Brand Management - Architecture
⇢ Types of Brand Architectures
⇢ Product Brand Architecture
⇢ Source Brand Architecture
⇢ Line Brand Architecture
⇢ Masterbrand or Monolithic or Umbrella Architecture
⇢ Endorser Brand Architecture
⇢ Portfolio Brand Architecture
⇢ Ingredient Brand Architecture
⇢ Hybrid Brand Architecture
⇢ Choosing Appropriate Branding Strategy
⇢ Internationalizing the Architecture of the Brand
⇢ Classic Branding Dysfunctions
⇢ How to Name a New Product?
⇢ Brand Identity & Positioning
⇢ Six Faces of Brand Identity
⇢ Brand Knowledge
⇢ Brand Portfolios and Market Segmentation
⇢ General Steps of Brand Building
⇢ Identifying and Establishing Brand Positioning
⇢ Defining and Establishing Brand Values
⇢ Branding for Global Markets
⇢ Brand Management - Promotion
⇢ Brand Promotion Methods
⇢ Role of Brand Ambassadors and Celebrities
⇢ Online Brand Promotions
⇢ Brand Management - Extension
⇢ Line Extension
⇢ Brand Extension
⇢ Brand Adaption Process
⇢ Brand Adaption Practices
⇢ Factors that Influence Brand Extension
⇢ Rebranding
⇢ Relaunching
⇢ How to Relaunch a Brand?
⇢ Brand Management - Co-branding
⇢ Types of Co-branding
⇢ Situations for Co-branding
⇢ Points to Note before Co-branding
⇢ Co-branding for Business Growth
⇢ Celebrity Endorsement
⇢ Brand Management - Performance
⇢ Launching a Brand
⇢ Sustaining a Brand in the Long Run
⇢ Adapting the Brand to Suit Various Markets
⇢ Handling Brand Name Changes
⇢ Handling Brand Transfer
⇢ Brand Management - Leveraging
⇢ Importance of Brand Leveraging
⇢ Role of Brand Managers in Brand Leveraging
⇢ Brand Management - Valuation
⇢ What is Brand Audit?
⇢ Brand Equity Measurement
⇢ Financial Metrics
⇢ Strength Metrics
⇢ Consumer Metrics
⇢ Employer and Employee Branding
⇢ CEO as a Brand Leader
⇢ Brand Value Measurement
⇢ Tips for Successful Brand Management