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The way that departments, product displays and window exhibits are set up in retail establishments is not left up to chance. Any company that manufactures or markets products through retail establishments must utilize effective visual merchandising techniques in order to win the battle for market share. more »
As a brand manager in a consumer product industry, you will oversee most aspects of your company's brand. From pricing to packaging, your role as a brand manager will be to define and maintain your company's public image through careful brand design and placement. more »
As a product planner, you have to use long-range planning to identify those products that will do best in the marketplace. You can become a product planner by applying the same long-distance planning to your educational pursuits and job search. Read on to learn more. more »
If you are creative and outgoing and like a variety in your day-to-day job, then you may want to consider a career in marketing. As a marketing professional, there are many career options available and many different required skill sets. Salary is dependent on many factors, including your experience. Professional training is usually... more »
The core of a strong brand is a great product or service, but that product or service must be supported by creative and effective marketing. As a product manager, you stand right at the intersection of product planning and marketing. Product managers have the unique position of being able to affect a product throughout its entire life... more »
In today's hurly-burly world of information overload and interconnected global economies, it can be quite difficult for companies and enterprises... more »
Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the products 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 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 can result from a combination of increased sales and increased price, and/or reduced COGS (cost of goods sold), and/or reduced or more efficient marketing investment. All of these enhancements may improve the profitability of a brand, and thus, "Brand Managers" often carry line-management accountability for a brands P&L (Profit and Loss) profitability, in contrast to marketing staff manager roles, which are allocated budgets from above, to manage and execute. In this regard, Brand Management is often viewed in organizations as a broader and more strategic role than Marketing alone.
The annual list of the world’s most valuable brands, published by Interbrand and Business Week, indicates that the market value of companies often consists largely of brand equity. Research by McKinsey & Company, a global consulting firm, in 2000 suggested that strong, well-leveraged brands produce higher returns to shareholders than weaker, narrower brands. Taken together, this means that brands seriously impact shareholder value, which ultimately makes branding a CEO responsibility.
The discipline of brand management was started at Procter & Gamble PLC as a result of a famous memo by Neil H. McElroy.
Principles
A good brand name should:
*be protected (or at least protectable) under trademark law.
*be easy to pronounc read more at » http://en.wikipedia.org/wiki/Brand+management
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