Brand management

In marketing, brand management is the analysis andplanning on how that brand is perceived in the market.Developing a good relationship with the target market isessential for brand management. Tangible elements ofbrand management include the product itself; look, price,the packaging, etc. The intangible elements are the expe-rience that the consumer has had with the brand, and alsothe relationship that they have with that brand. A brandmanager would oversee all of these things.

1 DenitionsIn 2001 Hislop dened branding as the process of creat-ing a relationship or a connection between a companysproduct and emotional perception of the customer forthe purpose of generating segregation among competi-tion and building loyalty among customers. In 2004 and2008, Kapferer and Keller respectively dened it as a ful-llment in customer expectations and consistent customersatisfaction.[1]

Brand management is a function of marketing that usesspecial techniques in order to increase the perceived valueof a product (see: Brand equity). Based on the aims ofthe established marketing strategy, brand managementenables the price of products to grow and builds loyalcustomers through positive associations and images or astrong awareness of the brand.[2]

2 HistoryThe origin of branding can be traced to ancient times,when specialists often put individual trademarks on hand-crafted goods. The branding of farm animals in Egyptin 2700 BC to avoid theft may be considered the earli-est form of branding, as in its literal sense. As some-what more than half of companies older than 200 yearsold are in Japan, (see: List of oldest companies), manyJapanese businesses mon or seal is an East Asian formof brand or trademark. In the West, Staelter Hof datesto 862 or earlier and still produces wine under its nametoday. By 1266, English bakers were required by law toput a specic symbol on each product they sold. Brand-ing becamemorewidely used in the 19th century, throughthe industrial revolution and the development of new pro-fessional elds like marketing, manufacturing and busi-ness management.[3] Branding is a way of dierentiatingproduct from mere commodities, and therefore usage of

branding expanded with each advance in transportation,communication, and trade.The modern discipline of brand management is consid-ered to have been started by a famous memo at Procter& Gamble[4] by Neil H. McElroy.[5]

Interbrand's 2012 top-10 global brands are Coca-Cola,Apple, IBM, Google, Microsoft, GE, McDonalds, In-tel, Samsung, and Toyota.[6] The split between com-modities/food services and technology is not a matter ofchance: both industrial sectors rely heavily on sales to theindividual consumer who must be able to rely on clean-liness/quality or reliability/value, respectively. For thisreason, industries such as agricultural (which sells to othercompanies in the food sector), student loans (which havea relationship with universities/schools rather than the in-dividual loan-taker), and electricity (which is generally acontrolled monopoly) have less prominent and less recog-nized branding. Brand value, moreover, is not simply afuzzy feeling of consumer appeal, but an actual quan-titative value of good will under Generally Accepted Ac-counting Principles. Companies will rigorously defendtheir brand name, including prosecution of trademark in-fringement. Occasionally trademarks may dier acrosscountries.Among the most highly visible and recognizable brandsis the red Coca-Cola can. Despite numerous blind testsindicating that Cokes avor is not preferred, Coca-Colacontinues to enjoy a dominant share of the cola market.Coca-Colas history is so replete with uncertainty that afolklore has sprung up around the brand, including the(refuted) myth that Coca-Cola invented the red-dressedSanta-Claus[7] which is used to gain market entry in lesscapitalistic regions in the world such as the former SovietUnion and China, and such brand-management stories asCoca-Colas rst entry into the Chinese market resultedin their brand being translated as 'bite the wax tadpole').[8]Brand management science is replete with such stories,including the Chevrolet 'Nova' or it doesn't go in Span-ish, and proper cultural translation is useful to countriesentering new markets.Modern brand management also intersects with legal is-sues such as 'genericization of trademark.' The 'Xerox'Company continues to ght heavily in media whenever areporter or other writer uses 'xerox' as simply a synonymfor 'photocopy.'[9] Should usage of 'xerox' be accepted asthe standard English term for 'photocopy,' then Xeroxscompetitors could successfully argue in court that theyare permitted to create 'xerox' machines as well. Yet, in

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2 8 BIBLIOGRAPHY

a sense, reaching this stage of market domination is it-self a triumph of brand management, in that becomingso dominant typically involves strong prot.

3 Brand orientationBrand orientation refers to the degree to which the or-ganization values brands and its practices are orientedtowards building brand capabilities (Bridson & Evans,2004). It is a deliberate approach to working with brands,both internally and externally. The most important driv-ing force behind this increased interest in strong brandsis the accelerating pace of globalization. This has re-sulted in an ever-tougher competitive situation on manymarkets. A products superiority is in itself no longersucient to guarantee its success. The fast pace oftechnological development and the increased speed withwhich imitations turn up on the market have dramati-cally shortened product lifecycles. The consequence isthat product-related competitive advantages soon risk be-ing transformed into competitive prerequisites. For thisreason, increasing numbers of companies are looking forother, more enduring, competitive tools such as brands.

4 JusticationBrand management aims to create an emotional connec-tion between products, companies and their customersand constituents. Brand managers may try to control thebrand image.[10]

5 ApproachesBy Appointment to His Royal Majesty was a registeredand limited list of approved brands suitable for supply tothe Royal British family.Some believe brand managers can be counter-productive,due to their short-term focus.[11]

On the other end of the extreme, luxury and high-endpremium brands may create advertisements or sponsorteams merely for the overall feeling or goodwill gen-erated. A typical no-brand advertisement might simplyput up the price (and indeed, brand managers may patrolretail outlets for using their name in discount/clearancesales), whereas on the other end of the extreme a perfumebrand might be created that does not show the actual useof the perfume or Breitling may sponsor an aerobaticsteam purely for the image created by such sponsorship.Space travel and brand management for this reason alsoenjoys a special relationship."Nation branding" is a modern term conating foreign re-lations and the idea of a brand.[12] An example is Cool

Britannia of the 1990s.

6 Social mediaEven though social media has changed the tactics of mar-keting brands, its primary goals remain the same; to at-tract and retain customers.[13] However, companies havenow experienced a new challenge with the introductionof social media. This change is nding the right balancebetween empowering customers to spread the word aboutthe brand through viral platforms, while still controllingthe companys own core strategic marketing goals.[14]Word-of-mouth marketing via social media, falls underthe category of viral marketing, which broadly describesany strategy that encourages individuals to propagatea message, thus, creating the potential for exponentialgrowth in the messages exposure and inuence.[15]Basicforms of this are seen when a customer makes a statementabout a product or company or endorses a brand. Thismarketing technique allows users to spread the word onthe brand which creates exposure for the company. Be-cause of this brands have become interested in exploringor using social media for commercial benet.

7 See also

Brand ambassador

Brand awareness

Brand engagement

Brand implementation

Chief brand ocer

Co-branding

Employer branding

Promise Index

Visual brand language

8 Bibliography

No logo. Naomi Klein. Picador USA, 2009.

The Brands Handbook. Wally Olins.Thames &Hudson, 2008.

Wally Olins on Band. Thames & Hudson, 2005.

39 References Bridson, K., and Evans, J. (2004) The secret toa fashion advantage is brand orientation, Interna-tional Journal of Retail and Distribution Manage-ment, 32(8): 403-11

[1] Shamoon, Sumaira, and Saiqa Tehseen. Brand Manage-ment: What Next?" Interdisciplinary Journal Of Contem-porary Research In Business 2.12 (2011): 435441. Busi-ness Source Complete. Web. October 20, 2012.

[2] Brand Management Denition. Retrieved 17 April2015.

[3] Shamoon, Sumaira, and Saiqa Tehseen. Brand Manage-ment: What Next?" Interdisciplinary Journal Of Contem-porary Research In Business 2.12 (2011): 435441. Busi-ness Source Complete. Web. October 20, 2012.

[4] Neil McElroys Epiphany. P&G Changing the Face ofConsumer Marketing. Harvard Business School. May 2,2000. Retrieved March 9, 2011.

[5] Aaker, David A.; Erich Joachimsthaler (2000). BrandLeadership. New York: The Free Press. pp. 16. ISBN0-684-83924-5.

[6] Previous Years - Best Global Brands - Interbrand. inter-brand.com. Retrieved December 14, 2014.

[7] http://www.snopes.com/holidays/christmas/santa/cocacola.asp

[8] http://www.snopes.com/cokelore/tadpole.asp[9] 41 Brand Names People Use as Generic Terms. Mental

Floss. Retrieved December 14, 2014.[10] Shamoon, Sumaira, and Saiqa Tehseen. Brand Manage-

ment: What Next?" Interdisciplinary Journal Of Contem-porary Research In Business 2.12 (2011): 435441. Busi-ness Source Complete. Web. October 20, 2012.

[11] Shamoon, Sumaira, and Saiqa Tehseen. Brand Manage-ment: What Next?" Interdisciplinary Journal Of Contem-porary Research In Business 2.12 (2011): 435441. Busi-ness Source Complete. Web. October 20, 2012.

[12] True, Jacqui (2006). Globalisation and Identity. InRaymond Miller. Globalisation and Identity. South Mel-bourne: Oxford University Press. p. 74. ISBN 978-0-19-558492-9.

[13] Weber, L. (2009). Marketing to the social web: How dig-ital customer communities build your business. London:Wiley.

[14] Wolny, J., &Mueller, C. (2013). Analysis of fashion con-sumers motives to engage in electronic word-of-mouthcommunication through social media platforms. Jour-nal Of Marketing Management, 29(5/6), 562-583. doi:10.1080/0267257X.2013.778324

[15] Bampo, M., Ewing, M. T., Mather, D. R., Stewart, D.,& Wallace, M. (2008). The eect of the social struc-ture of digital networks on viral marketing performance.Information Systems Research, 19(3), 273290. doi:10.1287/isre.1070.0152

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