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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Collected Terms

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

When consumers become committed to your brand and make repeat purchases over time. Brand loyalty is a result of consumer behavior and is affected by a person's preferences. Loyal customers will ...

Domain: Advertising; Category: Marketing communications

Something to which the consumer can relate, and an effective brand will increase its brand equity by having a consistent set of traits. This is the added-value that a brand gains, aside from its ...

Domain: Advertising; Category: Marketing communications

A marketing strategy implemented by a company in order to get their brand to occupy a distinct position in the mind of the costumers.

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

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