Please explain the \'brand management\' in marketing.
- 無尾熊Lv 51 decade agoFavorite Answer
The discipline of brand management was started at Procter & Gamble as a result of a famous memo by Neil H. McElroy.
----->Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity. <----Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.
A good brand name should:
be legally protectable
be easy to pronounce
be easy to remember
be easy to recognize
suggest product benefits (e.g.: Easy-Off) or suggest usage
suggest the company or product image
distinguish the product's positioning relative to the competition
- 1 decade ago