Brand management - Revision history

142.177.81.66: loyalty, neurality

2004-07-22T17:42:06Z

loyalty, neurality

← Older revision		Revision as of 17:42, 22 July 2004
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	'''Brand management''' is the application of [[marketing techniques]] to a specific [[product]], [[product line]], or [[brand]]. It seeks to increase the product's ''perceived [[value]] to the customer'' and thereby increase its [[price value]].		'''Brand management''' is the application of [[marketing techniques]] to a specific [[product]], [[product line]], or [[brand]]. It seeks to increase the product's ''perceived [[value]] to the customer'' and thereby increase its [[price value]]. Its ultimate goal is to create uncritical '''brand loyalty''' - a mindless urge to buy the product as a means of seeking security. [[Neural marketing]] explores this path of simple emotional comfort.

	~~Marketers~~ see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a [[intrashop comparison\|comparison with competing products]] more favorable. It may also enable the manufacturer to charge a [[price premium]]. The value of the brand - its [[brand equity]] is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.		More rationally, unconventional marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a [[intrashop comparison\|comparison with competing products]] more favorable. It may also enable the manufacturer to charge a [[price premium]]. The value of the brand - its [[brand equity]] is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.

	:'''Brand management''' is thus the exploitation of positive [[repute]] and association of one's [[service]]s with [[good thing]]s, thus making it appear as a [[good thing]], regardless of its actual [[comprehensive outcome]]. One point of view is that this is diametrically opposed to the goal of [[Consumerium Services]], which will apply negative [[repute]] to prevent some purchases that would otherwise have occurred.		:'''Brand management''' is thus the exploitation of positive [[repute]] and association of one's [[service]]s with [[good thing]]s, thus making it appear as a [[good thing]], regardless of its actual [[comprehensive outcome]]. One point of view is that this is diametrically opposed to the goal of [[Consumerium Services]], which will apply negative [[repute]] to prevent some purchases that would otherwise have occurred.

Jukeboksi: fix link. there is much to be done to this article, especially the brand management problems should be taken into relation with planned Features

2004-03-09T21:11:47Z

fix link. there is much to be done to this article, especially the brand management problems should be taken into relation with planned Features

← Older revision		Revision as of 21:11, 9 March 2004
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	'''Brand management''' is the application of [[marketing techniques]] to a specific [[product]], [[product line]], or [[brand]]. It seeks to increase the product's ''perceived [[value]] to the customer'' and thereby increase its [[price value]].		'''Brand management''' is the application of [[marketing techniques]] to a specific [[product]], [[product line]], or [[brand]]. It seeks to increase the product's ''perceived [[value]] to the customer'' and thereby increase its [[price value]].

	Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a [[comparison ~~shop~~\|comparison with competing products]] more favorable. It may also enable the manufacturer to charge a [[price premium]]. The value of the brand - its [[brand equity]] is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.		Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a [[intrashop comparison\|comparison with competing products]] more favorable. It may also enable the manufacturer to charge a [[price premium]]. The value of the brand - its [[brand equity]] is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.

	:'''Brand management''' is thus the exploitation of positive [[repute]] and association of one's [[service]]s with [[good thing]]s, thus making it appear as a [[good thing]], regardless of its actual [[comprehensive outcome]]. One point of view is that this is diametrically opposed to the goal of [[Consumerium Services]], which will apply negative [[repute]] to prevent some purchases that would otherwise have occurred.		:'''Brand management''' is thus the exploitation of positive [[repute]] and association of one's [[service]]s with [[good thing]]s, thus making it appear as a [[good thing]], regardless of its actual [[comprehensive outcome]]. One point of view is that this is diametrically opposed to the goal of [[Consumerium Services]], which will apply negative [[repute]] to prevent some purchases that would otherwise have occurred.

Jukeboksi: splitting paragraphs to bring out the correct terminology we should adapt to + fix linking

2004-03-09T21:04:16Z

splitting paragraphs to bring out the correct terminology we should adapt to + fix linking

← Older revision		Revision as of 21:04, 9 March 2004
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	'''Brand management''' is the application of [[marketing techniques]] to a specific [[~~product (business)\|~~product]], [[product line]], or [[brand]]. It seeks to increase the product's ''perceived [[value]] to the customer'' and thereby increase its [[price value]].		'''Brand management''' is the application of [[marketing techniques]] to a specific [[product]], [[product line]], or [[brand]]. It seeks to increase the product's ''perceived [[value]] to the customer'' and thereby increase its [[price value]].

	Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a [[comparison shop\|comparison with competing products]] more favorable. It may also enable the manufacturer to charge a [[price premium]]. The value of the brand - its [[brand equity]] is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.		Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a [[comparison shop\|comparison with competing products]] more favorable. It may also enable the manufacturer to charge a [[price premium]]. The value of the brand - its [[brand equity]] is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.
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	*distinguish the product's [[positioning (marketing)\|positioning]] relative to the competition		*distinguish the product's [[positioning (marketing)\|positioning]] relative to the competition

	A '''premium brand''' typically costs more than other products. An '''economy brand''' is a brand [[target market\|targeted]] to a high [[price elasticity of demand\|price elasticity]] [[market segment]]. A '''fighting brand''' is a brand created specificlly to counter a competitive threat. When a company's name is used as a product brand name, this is referred to as [[corporate branding]]. When one brand name is used for several related products, this is referred to as [[family branding]]. When all a company's products are given different brand names, this is referred to as [[individual branding]]. When a company uses the [[brand equity]] associated with an existing brand name to introduce a new product or [[product lining\|product line]], this is referred to as '''Brand Leveraging'''. When large [[retailer\|retailers]] buy products in bulk from manufacturers and put their own brand name on them, this is called [[private brand\|private branding]]. Private brands can be differentiated from '''manufacturers' brands''' (also referred to as '''National Brands'''). When two or more brands work together to market their products, this is referred to as ~~'''~~Co-Branding~~'''~~. When a company sells the rights to use a brand name to another company for use on a non-competing product or in another geographical area, this is referred to as '''brand licensing'''.		A '''premium brand''' typically costs more than other products. An '''economy brand''' is a brand [[target market\|targeted]] to a high [[price elasticity of demand\|price elasticity]] [[market segment]]. A '''fighting brand''' is a brand created specificlly to counter a competitive threat.

			When a company's name is used as a product brand name, this is referred to as [[corporate branding]].

			When one brand name is used for several related products, this is referred to as [[family branding]].

			When all a company's products are given different brand names, this is referred to as [[individual branding]].

			When a company uses the [[brand equity]] associated with an existing brand name to introduce a new product or [[product lining\|product line]], this is referred to as '''Brand Leveraging'''.

			When large [[retailer\|retailers]] buy products in bulk from manufacturers and put their own brand name on them, this is called [[private brand\|private branding]]. Private brands can be differentiated from '''manufacturers' brands''' (also referred to as '''National Brands''').

			When two or more brands work together to market their products, this is referred to as [[Co-Branding]].

			When a company sells the rights to use a brand name to another company for use on a non-competing product or in another geographical area, this is referred to as '''brand licensing'''.

	There are several problems associated with setting objectives for a [[brand]] or [[product]] category.		There are several problems associated with setting objectives for a [[brand]] or [[product]] category.
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	*In a diversified company, the objectives of some brands may conflict with those of other brands. Or worse, corporate objectives may conflict with the specific needs of your brand. This is particularly true in regards to the trade-off between stability and riskiness. Corporate objectives must be broad enough that brands with high risk products are not constrained by objectives set with cash cow's in mind (see [[B.C.G. Analysis]]). The brand manager also needs to know senior managements harvesting strategy. If corporate management intends to invest in brand equity and take a long term position in the market (ie. [[penetration pricing\|penetration]] and growth stratergy), it would be a mistake for the product manager to use short term cash flow objectives (ie. [[price skimming]] strategy). Only when these conflicts and tradeoffs are made explicit, is it possible for all levels of objectives to fit together in a coherent and mutually supportive manner.		*In a diversified company, the objectives of some brands may conflict with those of other brands. Or worse, corporate objectives may conflict with the specific needs of your brand. This is particularly true in regards to the trade-off between stability and riskiness. Corporate objectives must be broad enough that brands with high risk products are not constrained by objectives set with cash cow's in mind (see [[B.C.G. Analysis]]). The brand manager also needs to know senior managements harvesting strategy. If corporate management intends to invest in brand equity and take a long term position in the market (ie. [[penetration pricing\|penetration]] and growth stratergy), it would be a mistake for the product manager to use short term cash flow objectives (ie. [[price skimming]] strategy). Only when these conflicts and tradeoffs are made explicit, is it possible for all levels of objectives to fit together in a coherent and mutually supportive manner.
	*Many brand managers set objectives that optimize the performance of their unit rather than optimize overall corporate performance. This is particularly true where compensation is based primarily on unit performance. Managers tend to ignore potential synergies and inter-unit joint processes.		*Many brand managers set objectives that optimize the performance of their unit rather than optimize overall corporate performance. This is particularly true where compensation is based primarily on unit performance. Managers tend to ignore potential synergies and inter-unit joint processes.


	<small>Portions copied from [[w:Brand management]] under clauses of [[GFDL]] on [[User:Juxo\|Juxo]] 22:41, 9 Mar 2004 (EET)</small>		<small>Portions copied from [[w:Brand management]] under clauses of [[GFDL]] on [[User:Juxo\|Juxo]] 22:41, 9 Mar 2004 (EET)</small>

142.177.93.21: minor fixes to link better

2004-03-09T20:52:08Z

minor fixes to link better

← Older revision		Revision as of 20:52, 9 March 2004
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	'''Brand management''' is the application of [[marketing techniques]] to a specific [[product (business)\|product]], [[product line]], or [[brand]]. It seeks to increase the product's ''perceived [[value]] to the customer'' and thereby increase [[~~brand equity~~]].		'''Brand management''' is the application of [[marketing techniques]] to a specific [[product (business)\|product]], [[product line]], or [[brand]]. It seeks to increase the product's ''perceived [[value]] to the customer'' and thereby increase its [[price value]].

	Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a [[comparison shop\|comparison with competing products]] more favorable. It may also enable the manufacturer to charge ~~more for the product~~. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.		Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a [[comparison shop\|comparison with competing products]] more favorable. It may also enable the manufacturer to charge a [[price premium]]. The value of the brand - its [[brand equity]] is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.

	:'''Brand management''' is thus the exploitation of positive [[repute]] and association of one's [[service]]s with [[good thing]]s, thus making it appear as a [[good thing]], regardless of its actual [[comprehensive outcome]]. One point of view is that this is diametrically opposed to the goal of [[Consumerium Services]], which will apply negative [[repute]] to prevent some purchases that would otherwise have occurred.		:'''Brand management''' is thus the exploitation of positive [[repute]] and association of one's [[service]]s with [[good thing]]s, thus making it appear as a [[good thing]], regardless of its actual [[comprehensive outcome]]. One point of view is that this is diametrically opposed to the goal of [[Consumerium Services]], which will apply negative [[repute]] to prevent some purchases that would otherwise have occurred.

142.177.93.21 at 20:51, 9 March 2004

2004-03-09T20:51:13Z

← Older revision		Revision as of 20:51, 9 March 2004
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	'''Brand management''' is the application of [[marketing techniques]] to a specific [[product (business)\|product]], [[product line]], or [[brand]]. It seeks to increase the product's ''perceived [[value]] to the customer'' and thereby increase [[brand equity]].		'''Brand management''' is the application of [[marketing techniques]] to a specific [[product (business)\|product]], [[product line]], or [[brand]]. It seeks to increase the product's ''perceived [[value]] to the customer'' and thereby increase [[brand equity]].

	Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.		Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a [[comparison shop\|comparison with competing products]] more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.

	:'''Brand management''' is thus the exploitation of positive [[repute]] and association of one's [[service]]s with [[good thing]]s, thus making it appear as a [[good thing]], regardless of its actual [[comprehensive outcome]]. One point of view is that this is diametrically opposed to the goal of [[Consumerium Services]], which will apply negative [[repute]] to prevent some purchases that would otherwise have occurred.		:'''Brand management''' is thus the exploitation of positive [[repute]] and association of one's [[service]]s with [[good thing]]s, thus making it appear as a [[good thing]], regardless of its actual [[comprehensive outcome]]. One point of view is that this is diametrically opposed to the goal of [[Consumerium Services]], which will apply negative [[repute]] to prevent some purchases that would otherwise have occurred.

142.177.93.21: link value, marketing techniques

2004-03-09T20:50:39Z

link value, marketing techniques

← Older revision		Revision as of 20:50, 9 March 2004
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	'''Brand management''' is the application of marketing techniques to a specific [[product (business)\|product]], [[product line]], or [[brand]]. It seeks to increase the product's ''perceived value to the customer'' and thereby increase [[brand equity]].		'''Brand management''' is the application of [[marketing techniques]] to a specific [[product (business)\|product]], [[product line]], or [[brand]]. It seeks to increase the product's ''perceived [[value]] to the customer'' and thereby increase [[brand equity]].

	Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.		Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.

142.177.93.21: changing "copied" to "portions copied" to allow for our changes; by the way, the GFDL does not require back-links to any specific copy, we should refer to w: if we find it in our interests only

2004-03-09T20:49:57Z

changing "copied" to "portions copied" to allow for our changes; by the way, the GFDL does not require back-links to any specific copy, we should refer to w: if we find it in our interests only

← Older revision		Revision as of 20:49, 9 March 2004
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	<small>~~Copied~~ from [[w:Brand management]] under clauses of [[GFDL]] on [[User:Juxo\|Juxo]] 22:41, 9 Mar 2004 (EET)</small>		<small>Portions copied from [[w:Brand management]] under clauses of [[GFDL]] on [[User:Juxo\|Juxo]] 22:41, 9 Mar 2004 (EET)</small>

142.177.93.21: inserting appropriate/accurate troll/Consumerium vierw in correct place

2004-03-09T20:47:45Z

inserting appropriate/accurate troll/Consumerium vierw in correct place

← Older revision		Revision as of 20:47, 9 March 2004
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	~~<!-- Copied from Wikipedia on 22:38, 9 Mar 2004~~ (~~EET~~)~~-->~~		'''Brand management''' is the application of marketing techniques to a specific [[product (business)\|product]], [[product line]], or [[brand]]. It seeks to increase the product's ''perceived value to the customer'' and thereby increase [[brand equity]].

	'''Brand management''' is the application of marketing techniques to a specific [[product (business)\|product]], [[product line]], or [[brand]]. It seeks to increase the product's ''perceived value to the customer'' and thereby increase [[brand equity]]. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.		Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.

			:'''Brand management''' is thus the exploitation of positive [[repute]] and association of one's [[service]]s with [[good thing]]s, thus making it appear as a [[good thing]], regardless of its actual [[comprehensive outcome]]. One point of view is that this is diametrically opposed to the goal of [[Consumerium Services]], which will apply negative [[repute]] to prevent some purchases that would otherwise have occurred.

	A good brand name should:		A good brand name should:

Jukeboksi: Copied from w:Brand management under clauses of GFDL, moving the trolish non-sensical-twisting-things-into-almost-diametrical-opposites

2004-03-09T20:41:04Z

Copied from w:Brand management under clauses of GFDL, moving the trolish non-sensical-twisting-things-into-almost-diametrical-opposites

← Older revision		Revision as of 20:41, 9 March 2004
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	~~'''Brand management''' is the exploitation of positive [[repute]] and association of one's [[service]]s with [[good thing]]s~~, ~~thus making it appear as a [[good thing]], regardless of its actual [[comprehensive outcome]].~~		<!-- Copied from Wikipedia on 22:38, 9 Mar 2004 (EET)-->

	~~Thus~~, it is a [[~~bad thing~~]], and ~~one~~ [[~~Consumerium Services~~]] ~~seeks~~ to ~~undo~~.		'''Brand management''' is the application of marketing techniques to a specific [[product (business)\|product]], [[product line]], or [[brand]]. It seeks to increase the product's ''perceived value to the customer'' and thereby increase [[brand equity]]. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.

			A good brand name should:
			*be legally protectable
			*be easy to pronounce
			*be easy to remember
			*be easy to recognize
			*attract attention
			*suggest product benefits (eg.:Easy off) or suggest usage
			*suggest the company or product image
			*distinguish the product's [[positioning (marketing)\|positioning]] relative to the competition

			A '''premium brand''' typically costs more than other products. An '''economy brand''' is a brand [[target market\|targeted]] to a high [[price elasticity of demand\|price elasticity]] [[market segment]]. A '''fighting brand''' is a brand created specificlly to counter a competitive threat. When a company's name is used as a product brand name, this is referred to as [[corporate branding]]. When one brand name is used for several related products, this is referred to as [[family branding]]. When all a company's products are given different brand names, this is referred to as [[individual branding]]. When a company uses the [[brand equity]] associated with an existing brand name to introduce a new product or [[product lining\|product line]], this is referred to as '''Brand Leveraging'''. When large [[retailer\|retailers]] buy products in bulk from manufacturers and put their own brand name on them, this is called [[private brand\|private branding]]. Private brands can be differentiated from '''manufacturers' brands''' (also referred to as '''National Brands'''). When two or more brands work together to market their products, this is referred to as '''Co-Branding'''. When a company sells the rights to use a brand name to another company for use on a non-competing product or in another geographical area, this is referred to as '''brand licensing'''.

			There are several problems associated with setting objectives for a [[brand]] or [[product]] category.
			*Many brand managers limit themself to setting financial objectives. They ignore strategic objectives because they feel this is the responsibility of senior management.
			*Most product level or brand managers limit themselves to setting short term objectives because their compensation packages are designed to reward short term behaviour. Short term objectives should been seen as milestones towards long term objectives.
			*Often product level managers are not given enough information to construct strategic objectives.
			*It is sometimes difficult to translate corporate level objectives into brand or product level objectives. Changes in shareholders equity is easy for a company to calculate : It is not so easy to calculate the change in shareholders equity that can be attributed to a product or category. More complex metrics like changes in the net present value of shareholders equity are even more difficult for the product manager to assess.
			*In a diversified company, the objectives of some brands may conflict with those of other brands. Or worse, corporate objectives may conflict with the specific needs of your brand. This is particularly true in regards to the trade-off between stability and riskiness. Corporate objectives must be broad enough that brands with high risk products are not constrained by objectives set with cash cow's in mind (see [[B.C.G. Analysis]]). The brand manager also needs to know senior managements harvesting strategy. If corporate management intends to invest in brand equity and take a long term position in the market (ie. [[penetration pricing\|penetration]] and growth stratergy), it would be a mistake for the product manager to use short term cash flow objectives (ie. [[price skimming]] strategy). Only when these conflicts and tradeoffs are made explicit, is it possible for all levels of objectives to fit together in a coherent and mutually supportive manner.
			*Many brand managers set objectives that optimize the performance of their unit rather than optimize overall corporate performance. This is particularly true where compensation is based primarily on unit performance. Managers tend to ignore potential synergies and inter-unit joint processes.


			<small>Copied from [[w:Brand management]] under clauses of [[GFDL]] on [[User:Juxo\|Juxo]] 22:41, 9 Mar 2004 (EET)</small>

142.177.92.162 at 01:47, 9 March 2004

2004-03-09T01:47:08Z

New page

'''Brand management''' is the exploitation of positive [[repute]] and association of one's [[service]]s with [[good thing]]s, thus making it appear as a [[good thing]], regardless of its actual [[comprehensive outcome]].

Thus, it is a [[bad thing]], and one [[Consumerium Services]] seeks to undo.