Brand management

Brand management

Brand management is the application of marketing techniques to a specific product, product line, or brand.

The discipline of brand management was started at Procter & Gamble as a result of a famous memo[1] by Neil H. McElroy.[2]


See also



  1. ^ "Neil McElroy's Epiphany". P&G Changing the Face of Consumer Marketing. Harvard Business School. 5/2/2000. Retrieved 3/9/2011. 
  2. ^ Aaker, David A.; Erich Joachimsthaler (2000). Brand Leadership. New York: The Free Press. pp. 1–6. ISBN 0-684-83924-5. 


  • Brands Trademarks and Advertising, Rodney D. Ryder, Lexis Nexis Butterworths.
  • Brand Warfare, David D'Alessandro, McGraw Hill, New York, 2001, ISBN 0-07-136293-2
  • Philip Kotler and Waldemar Pfoertsch, B2B Brand Management, Springer, 2006.
  • Bridson, K., and Evans, J., 2004, ‘The secret to a fashion advantage is brand orientation’, International Journal of Retail and Distribution Management, 32(8): 403-11
  • Paul Kilburn and Alfred Riachi “Co-Branding VS Branding” Journal of Marketing, 2006
  • Aaker, D. A. (2004) Brand Portfolio Strategy, New York: Free Press.
  • Olins W. (2003) On Brand. London: Thames & Hudson

Wikimedia Foundation. 2010.

Look at other dictionaries:

  • brand management — ➔ management * * * brand management UK US noun [U] ► MARKETING, COMMERCE the process of controlling the way in which a company markets a product or brand so that people continue to buy it or buy more of it: »The company recognized as a leader in… …   Financial and business terms

  • Brand Management — A function of marketing that uses techniques to increase the perceived value of a product line or brand over time. Effective brand management enables the price of products to go up and builds loyal customers through positive brand associations… …   Investment dictionary

  • Brand Management — Dieser Artikel bedarf einer Überarbeitung. Näheres ist auf der QS Diskussionsseite angegeben. Hilf mit, ihn zu verbessern, und entferne anschließend diese Markierung. Die Positionierung im Marketing bezeichnet das gezielte, planmäßige Schaffen… …   Deutsch Wikipedia

  • brand management — /brænd mænɪdʒmənt/ noun directing the making and selling of a brand as an independent item …   Marketing dictionary in english

  • Бренд-менеджмент/BRAND MANAGEMENT — (от англ. brand – клеймо, марка, сорт и management управление)   инструмент маркетинга по созданию и позиционированию образа марки в сознании покупателя. Как правило, процесс этот делится на два этапа: распознавание и потребление …   Учебный словарь терминов рекламы и паблик рилейшенз

  • Brand extension — or brand stretching is a marketing strategy in which a firm marketing a product with a well developed image uses the same brand name in a different product category. Organizations use this strategy to increase and leverage brand equity… …   Wikipedia

  • Brand engagement — is a term loosely used to describe the process of forming an attachment (emotional and rational) between a person and a brand. It comprises one aspect of brand management. What makes the topic complex is that brand engagement is partly created by …   Wikipedia

  • Brand loyalty — Brand loyalty, in marketing, consists of a consumer s commitment to repurchase the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy.Dick, Alan S. and Kunal Basu… …   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

  • Brand equity — refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name [Aaker, David A. (1991), Managing Brand Equity. New York: The Free… …   Wikipedia

Share the article and excerpts

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