BNET Business Dictionary
Business Definition for: Brand Management
- the marketing of one or more proprietary products. Brand managers (see product management) have responsibility for the promotion and marketing of one or more commercial brands. This includes setting targets, advertising, and retailing, and coordinating all related activities to achieve those targets. In the case of multiple brand management, consideration needs be given to questions relating to the treatment of the brands as equal or as having some differentiating value. This may affect the amount of resources committed to each brand.
- See also Product Management
Additional Resources
- Strategic Brand Management: Creating an Identity for Your Company
- Brand management is consciously providing a product with an identity that is understood on all levels. This means both internally and externally and includes customers, employees, suppliers, and vendors. This translates into the purchase of that product over that of a competitor. Branding is a cyclic process with three elements....
- White papers 2003-01-01
- Trends In Brand Management In The Philippine Setting
- Brand management boasts of several advantages. For one, brands, large or small, are given enough attention and are not neglected by a company. While the brand manager is accountable for sales, market shares and profit, he has no authority over other people in the organization such as those in sales, production...
- White papers 2003-01-01
- Zero Percent Brand Management?
- A company needs sound knowledge about the brand management techniques. It is not only important for the companies to create a brand, but it is equally important for the company to retain the brand. Researches indicate that a company's image is not solely responsible, but the product or the brand...
- White papers 2002-02-18
- VeriSign Digital Brand Management Services Overview
- This paper explains the VeriSign Digital Brand Management Services. Which offers a proven portfolio of digital brand security services that enable companies to manage, monitor, and build brand equity in the digital world. These services help Global 2000 companies throughout the world develop successful strategies to consolidate and manage their...
- White papers 2005-05-04
- Category And Brand Management, Product Identification, And New-Product Planning
- Product promotion is the process of informing, persuading, and reminding the target audience about the product on offer. A successful promotional strategy, with time, gives rise to a brand wherein some specific attributes of the product are institutionalized in the market. The product then becomes synonymous with the attributes. A...
- Presentations 2003-01-01
- Brand Management for The Next Millennium
- The article says that increasingly, larger organizations are managing and promoting their existing brand assets, rather than undertaking wholesale branding change and overhaul. Wider geographies, decentralized reporting structures, and acquisitions have put tremendous pressure on organizations trying to project a consistent and coherent image and identity around the world. With...
- White papers 2003-01-01
- J. David Greydanus Named Senior Vice President - Waldorf=Astoria Collection® Brand Management for Hilton Hotels Corporation
- BEVERLY HILLS, Calif. -- J. David Greydanus has been named senior vice president - brand management for Hilton Hotels Corporation's (NYSE:HLT) recently unveiled The Waldorf=Astoria CollectionR. He most recently served as senior vice president - brand management for Embassy Suites Hotels. He will continue to report to Tom Keltner; president...
- Research articles 2006-02-13
- A Survey Of Best Practices In Brand Management Today
- A brand is the symbol, logo, design, or the name that is the unique identity of a particular product or service and differentiates it from the competitor's offerings. Intense promotional and marketing effort over time is required to build and establish a brand. Customer loyalty and differentiated positioning are two...
- White papers 2003-01-01
- Total Brand Management?: Making the Link With Employer Branding
- While brand management clamours for the spotlight amidst a mass of education sector priorities, gaps in the process become more readily apparent. Job specs for new brand manager positions are rolling off the presses as colleges and universities recognise the need to not only manage but also preserve and develop...
- White papers 2003-11-01
- Leaders figure out puzzle of brand management.(Auto Marketing)(Interview)
- Brand managers: Keeping a team focused on the many goals of a brand remains the top priority of exec in charge; here's how three of them do the jobs. Brand management is a team effort at Chrysler Corp. In the...
- Research articles 1998-04-06
- Ten Guidelines for Successful Brand Management
- Today, markets are highly fragmented, competition is fierce, shelves are crowded, and private labels are stronger. On top of this, growth is limited, budgets are reduced, and short-term promotions are often the only weapon considered to grow a brand. In these conditions, launching a new product or a line extension,...
- White papers 2004-11-15
- Gateway Names Kenneth M. Stickevers Vice President of Brand Management
- NORTH SIOUX CITY, S.D.--BUSINESS WIRE--Oct. 21, 1998-- Gateway today announced that Kenneth M. Stickevers has been named vice president of brand management for Gateway. Mr. Stickevers will report to Anil Arora, senior vice president and chief marketing officer, and will be responsible for developing Gateway's brand management strategy.
- Research articles 1998-10-22
- FAST Partners with LegitiName to Enhance Brand Management Through Enterprise Search; LegitiName to Integrate the FAST InStream™ OEM Enterprise Search Solution with Its Award-Winning Brand and Trademark Protection Solution
- OSLO, Norway & LUXEMBOURG -- Fast Search & TransferTM (FASTTM), the leading developer of enterprise search and real-time alerting technologies, and The Legitiname Group, a developer of brand management solutions, today announced an OEM partnership through which FAST InStreamTM will enhance the search capabilities of LegitiNames's brand and trademark protection...
- Research articles 2005-09-14
- Wurtzel tops ABC brand management
- ABC has named Alan Wurtzel senior vice president of media development, brand management and research, reporting directly to company president Robert Iger. Wurtzel had been senior VP, magazine and long-form programming. ABC News, for the past five and ABC has named Alan Wurtzel senior vice president...
- Research articles 1998-08-10
- GM's emphasis on brands shakes up McCann-Erickson. (General Motors Corp.'s switch to brand management)
- General Motors Corp.'s switch to brand management has triggered rounds of changes at several of its roster ad agencies, and nowhere has it been more prevalent currently than at the Troy office of McCann-Erickson Worldwide. McCann is showing signs of tGeneral Motors Corp.'s switch to brand...
- Research articles 1996-12-16
- GM's brand management report card. (General Motors) (includes related article on Grand Prix car)
- THREE YEARS AGO, General Motors Corp. set about to change radically the way it does business, installing a brand management system in a bid to drive profits and market share. THREE YEARS AGO, General Motors Corp. set about to change radically the way...
- Research articles 1998-03-09
- LEVI STRAUSS REORGANIZES U.S. DIVISION: BRAND MANAGEMENT STYLE ON TAP FOR JEANS MARKETER.(Company Profile)
- Levi Strauss & Co. is taking a major step to refashion itself by organizing into a brand management-style system. Levi Strauss & Co. is taking a major step to refashion itself by organizing into a brand management-style system.
- Research articles 1998-08-24
- Candie's Inc. to Change Company Name to Iconix Brand Group, Inc.; Name Change to Reflect Multi-Brand Management Platform
- NEW YORK -- Candie's, Inc., (NASDAQ: CAND) (the "Company") announced today that effective July 1st it will change its corporate name to Iconix Brand Group, Inc. ("Iconix") and will trade on the NASDAQ stock exchange under the ticker symbol ICON. The name change represents the final step of the transformation...
- Research articles 2005-06-27
- The Dime Savings Bank of New York Names Paul Brindak Senior Vice President of Advertising and Brand Management
- NEW YORK--BUSINESS WIRE--Feb. 5, 1999--The Dime Savings Bank of New York, FSB, a subsidiary of Dime Bancorp, Inc. (NYSE:DME), has announced the appointment of Paul Brindak as Senior Vice President of Advertising and Brand Management. Mr. Brindak will be responsible for brand management, advertising, public relations, corporate communications, promotions, creative...
- Research articles 1999-02-05
- IDG Books Worldwide Announces Two Appointments; Violano to Head International and Content Licensing, Mikulich to Lead Strategic Brand Management
- FOSTER CITY, Calif.--BUSINESS WIRE--Nov. 11, 1999-- IDG Books Worldwide, Inc. (Nasdaq:IDGB) has announced two new appointments aimed at expanding the company's international brand presence and sales network, and at consolidating the company's brand strategy for its print and online content. Michael Violano was appointed head of IDGB's International...
- Research articles 1999-11-11
