Articles on Strategic Brand Management

Brand does not carry a definite and absolute definition but it is relative. Normally we associate branding from point of view common mass; and products or service displayed in malls and supermarket.

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Brand Equity resides in the mind of the customer. Customer based brand equity results in creation of strong brand and this is achieved when brand awareness and image are at high level.

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Brand positioning strategy is about finding a right place for a brand in market place as well consumer mind. A consumer should easily identify that for a given need or want this is the brand.

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Brand equity is the result of a process which leads to a creation of a unique and distinct brand identity. All the factors which add to a good brand element are discussed in detail.

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Marketing programs play an important role in building up of brand equity. Marketing communication needs to be flexible in current technology driven environment where consumer are internet savvy and have access to information.

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There are two ways in designing Brand Equity Measurement System. One system relies on indirect method, where in emotional level changes in consumer are sorted and recorded and other system relies on direct measurement method where in consumer response towards brand are measured and analyzed.

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Branding strategies deal with creating brand names, logos, style etc. for it to be distinguished from competitors and also whether product brand should be separate from corporate brand or a separate brand away from other individual brands.

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Companies need to identify a certain set of customers within a market. This identification is known as market segmentation. The market segmentation process and factors affecting it are discussed in detail.

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For a given company, there can be variety of product and services under different brands. Brand-product matrix is used to better understand current offering of the company.

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For companies to sustain a brand over long period of time, it is absolute essential that marketing program look at strategies around effective brand management.

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Strategic Brand Managements goal is to develop strong consumer based brand equity. Brands which enjoy strong brand equity charge a price premium which is not available to other players in that category.

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