Brand Management

Posted in Marketing and Strategy Terms, Total Reads: 2839

Definition: Brand Management

Brand management is a part of marketing that deals with analysis and planning of brand positioning, target customers, brand perception and brand image. For brand management the company should maintain a good image among the customers.

The brand image can be maintained by tangible as well as intangible aspects of the product. Tangible aspects include the core product, price, packaging, augmented product etc. The intangible aspects include product positioning, customer experience, value added services, customer relationship with the brand. Brand manager is responsible for all these.

Brand management process includes


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