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Brand Management is the process of developing (or updating/modifying) the strategy and individual tactics necessary to communicate a "brand" to a given market. A brand is, by nature, an intangible thing...a relationship that you, the individual being marketed to, has with the product (or company, service, etc.). So when a brand is "managed," that simply means decisions are being made on how to uphold an image, consistently deliver what the product/service/employer's story or "brand promise" is, etc.
All this said, in the case of Global Brand Management, it simply means handling the above on a global scale. For well-known, high-equity brands (e.g., Coca-Cola), a Global Brand Manager has her hands full in orchestrating the communication of what it feels like, tastes like, looks like, etc to drink Coke.
Managing a brand typically includes overseeing the communication at all possible touchpoints...tv ads, radio spots, print, web, bus stop billboards, viral marketing...you name it, it needs to be managed (watched over and planned for).
Hope that helps!
Jared, Employer Brand Consultant
What else can I help you with?
What is a global Brand?
A global brand is a brand that you can find all over the world.
What is brand management?
Dear, Protecting a brand's reputation is important when launching a new product or version update. It doesn't take time for a new product or brand to get negative feedback to filter through the Internet. This can certainly cause an unwanted effect, if on the second day of your product launch its reputation on the Internet has totally destroyed.
What is rocawear mission statement?
The Rocawear brand is an apparel brand that represents a dominant and global lifestyle. Founded in 1999, Rocawear continues to be a recognizable brand across the world.
What are disadvantages of branding?
If your brand experiences a time when it was involved in an event that is not found socially acceptable, your brand image can be tarnished, and it can be difficult for your brand to recover from the injury.
What is the role advertising in brand management?
Advertisement helps in creating awareness about a brand. It helps in creating a brand image,by depicting the characteristics of the brand ,how it is different from the competitor(that is Point of parity and Point of Difference),benefits,reinforcing,revitalizing the brand. All these thing help in creating a image of the brand and if it is good then it leads to Brand loyality
What is involved in brand asset management?
Brand asset management involves promoting and communicating a brand to increase knowledge of and profits. Ensuring the marketing of the company is reaching the proper audience is also a key component.
What is a global Brand?
A global brand is a brand that you can find all over the world.
What are the characteristic of chain stores?
share a brand and central management
Which is the best text book on brand management?
I suggest Strategic Brand Management, 3rd Edition by Kevin Keller.
What is Nike's goal?
to become a truly global brand.
What brand of knife does giada delaurentis use?
Global.
What are some examples of brands of internet access control software?
Marcom Central provides a brand management software for use. AVG also provides brand management through the use of its Firewall. Norton and McAfee also provide brand management tools.
What countries are Nintendo sold in?
everywhere its a global brand name
What is brand management?
Dear, Protecting a brand's reputation is important when launching a new product or version update. It doesn't take time for a new product or brand to get negative feedback to filter through the Internet. This can certainly cause an unwanted effect, if on the second day of your product launch its reputation on the Internet has totally destroyed.
Where did the discipline of brand management start?
Brand Management discipline started at about the time that river plantations were being formed, and then when companies started gaining leaders, they had reprehands.
What has the author Barbara Loken written?
Barbara Loken has written: 'Brands and brand management' -- subject(s): Brand name products, Management, Branding (Marketing)
What does Zara symbolize?
Zara is a fast fashion brand known for its trend-focused, affordable clothing and accessories. The brand symbolizes accessibility, style, and the ability to quickly respond to changing fashion trends. It is also recognized for its global presence and innovative supply chain management.
