Brand management

Marketing
Key concepts
Product marketing · Pricing Distribution · Service · Retail Brand management Account-based marketing Ethics · Effectiveness · Research Segmentation · Strategy · Activation Management · Dominance Marketing operations
Promotional contents
Advertising · Branding · Underwriting Direct marketing · Personal sales Product placement · Publicity Sales promotion · Sex in advertising Loyalty marketing · SMS marketing Premiums · Prizes
Promotional media
Printing · Publication · Broadcasting Out-of-home advertising · Internet Point of sale · Merchandise Digital marketing · In-game advertising In-store demonstration · Word-of-mouth Brand ambassador · Drip marketing · Visual merchandising

Brand management is the application of marketing techniques to a specific product, product line, or brand.

The discipline of brand management was started at Procter & Gamble as a result of a famous memo^[1] by Neil H. McElroy.^[2]

References

^ "Neil McElroy's Epiphany". P&G Changing the Face of Consumer Marketing. Harvard Business School. 5/2/2000. http://hbswk.hbs.edu/archive/1476.html. Retrieved 3/9/2011.
^ Aaker, David A.; Erich Joachimsthaler (2000). Brand Leadership. New York: The Free Press. pp. 1–6. ISBN 0-684-83924-5.

Brands Trademarks and Advertising, Rodney D. Ryder, Lexis Nexis Butterworths.
Brand Warfare, David D'Alessandro, McGraw Hill, New York, 2001, ISBN 0-07-136293-2
Philip Kotler and Waldemar Pfoertsch, B2B Brand Management, Springer, 2006.
Bridson, K., and Evans, J., 2004, ‘The secret to a fashion advantage is brand orientation’, International Journal of Retail and Distribution Management, 32(8): 403-11
Paul Kilburn and Alfred Riachi “Co-Branding VS Branding” Journal of Marketing, 2006
Aaker, D. A. (2004) Brand Portfolio Strategy, New York: Free Press.
Olins W. (2003) On Brand. London: Thames & Hudson