Branded asset management

Branded asset management

Branded asset management refers to the implementation of brand modifications and life-cycle management of branded assets. The branded assets category includes managing digital brand execution.

Background

Branding has emerged as a top management priority in the last decade due to the growing realisation that brands are one of the most valuable assets that firms have. A brand is more than simply a name and the physical embodiment of that name on stationery, clothes, plant and equipment. [Clifton, R., and Simmons, J. (2003) "Brands and branding", The Economist.] A brand has a meaning to all stakeholders and represents a set of values and promises, even a personality. [Clifton, R., and Maughan, E. (2000) "Twenty five visions: the future of brands", New York University press.] Most companies with the biggest increases in brand value operate as single brands all over the world. The goal for many corporations today is to create consistency and impact, both of which are a lot easier to manage with the concept of a global brand - single worldwide identity. It’s a more efficient approach, as the same strategy can be used globally. Yet, global marketing and increased competition have added pressure to the brand management structure. The marketplace is cluttered with hundreds of brands that strive to seize the attention of consumers.

Importance of re-branding

The effects of global marketing and increased competition have added pressure to the brand management structure. The marketplace is cluttered with hundreds of brands often competing with each other to seize the attention of consumers.
* Increased competition: as competition intensifies across all business categories, we see an increasing number of companies reviving their brands to stand out from the competition and capture a larger share of the market. Branding has been seen as a way of building a strong reputation. [Davis, S.M. (2000) "Brand Asset Managemement: driving profitable growth through your brand", Jossey-bass WILEY]
* Mergers, Acquisitions and Takeovers: in a global economy subject to changing market dynamics the role of brands has never been greater. The global marketplace has attracted the activity of mergers and acquisitions. Following such an activity companies are likely to re-bran to reflect the new brand name, and this will have to be modified on all branded assets (internal, external signage, point of sale material) that carry the brand in the retail environment. Examples of major M&A include Sony-Ericsson, Daimler-Chrysler. [Clifton, R., and Simmons, J. (2003) "Brands and branding", The Economist.]
* Return on Investment: Companies often revive their brands to keep it with target customer needs and expectations and combat competitive threats. [Clifton, R., and Maughan, E. (2000) "Twenty five visions: the future of brands", New York University press.]

References


Wikimedia Foundation. 2010.

Игры ⚽ Нужен реферат?

Look at other dictionaries:

  • Intangible asset finance — is the branch of finance that deals with intangible assets such as patents (legal intangible) and reputation (competitive intangible). Like other areas of finance, intangible asset finance is concerned with the the interdependence of value, risk …   Wikipedia

  • Brand implementation — refers to the physical application of brand identity across visual identity carriers. This can include signage, uniforms, liveries and branded merchandise. Brand implementation encompasses facets of architecture, product design, industrial design …   Wikipedia

  • Citigroup — Not to be confused with CIT Group, another large financial services company. Citigroup Inc. Type Public Traded as NYSE:  …   Wikipedia

  • Economic Affairs — ▪ 2006 Introduction In 2005 rising U.S. deficits, tight monetary policies, and higher oil prices triggered by hurricane damage in the Gulf of Mexico were moderating influences on the world economy and on U.S. stock markets, but some other… …   Universalium

  • American Express — Company Type Public Traded as NYSE: AXP Dow Jones Component …   Wikipedia

  • Legg Mason — Infobox Company company name = Legg Mason company company type = Public (NYSE|LM) foundation = 1899 location = flagicon|Maryland Baltimore, MD key people = Mark R. Fetting, President and CEO num employees = 4,030 industry = Asset Management… …   Wikipedia

  • Dow Jones Indexes — CME Group Indexes, LLC dba/ Dow Jones Indexes A CME Group Company Type Joint venture of CME Group Inc. and Dow Jones Company, which is a subsidiary of News Corporation Founded 15 Wall Street, New York (1882) Founder(s) Charles Dow, Edward Jones,… …   Wikipedia

  • Credit Suisse — Group AG Type Aktiengesellschaft Traded as SIX: CSGN, NYSE:  …   Wikipedia

  • BlackRock — Not to be confused with Blackstone Group, a private equity and alternative investments firm. For other uses, see Black Rock (disambiguation). BlackRock, Inc. Type Public Traded as …   Wikipedia

  • Dreyfus Corporation — The Dreyfus Corporation Type Subsidiary Headquarters New York, NY, USA Key people Jonathan R. Baum (Chairman and Chief Investment Officer) …   Wikipedia

Share the article and excerpts

Direct link
Do a right-click on the link above
and select “Copy Link”