![]() ![]() īrand management uses an array of marketing tools and techniques in order to increase the perceived value of a product (see: Brand equity). In 20, Kapferer and Keller respectively defined it as a fulfillment in customer expectations and consistent customer satisfaction. In 2001, Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers". A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the supply chain. ![]() The intangible elements are the experiences that the target markets share with the brand, and also the relationships they have with the brand. ![]() Tangible elements of brand management include the product itself its look, price, and packaging, etc. Developing a good relationship with target markets is essential for brand management. In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. ![]()
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