Brand Management

Global firms have come to the realization that one their most valuable assets is the brand names associated with their products or services. A strong brand’s potential to simply consumer decision-making, reduce risk, and set expectations is invaluable.

Fundamentally, branding is all about endowing products and services with the power of brand equity.

Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity. The strategic brand management process as having four main steps.

1. Identifying and establishing brand positioning
2. Planning and implementing brand marketing program
3. Measuring and interpreting brand performance
4. Growing and sustaining brand equity