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Brand Management

While “brand management” and “marketing” are often treated as synonyms, there is an important distinction between the two terms. Brand management has, for many, been historically focused on identity management but is now much more concerned with the active management of the market value and competitive strength of a brand as an (intangible) company asset. Marketing focuses on the activities associated with the promotion and distribution of products and services.

Brand Management

Segmenting The Market For Power And Profit

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Segmenting The Market For Power And Profit

You’re either pregnant or you’re not. And the market for pregnancy testing kits would appear to be similarly dichotomous: you either need a pregnancy test kit, or you don’t.

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Brand Management

Why Consumers Choose One Brand Over Another

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Why Consumers Choose One Brand Over Another

In his book, Branding with Brains: The science of getting customers to choose your company, Tjaco Walvis from the Netherlands formulated what he calls the ‘algorithm in the brain’ that makes the brand choices, in much the same way Google uses an algorithm to search the Web.

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Brand Management

How Global CPG Brands Are Managed

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How Global CPG Brands Are Managed

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere.

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Brand Management

How Brands Lead In Times Of Need

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How Brands Lead In Times Of Need

This past Monday in the US, was an official holiday celebrating Dr. Martin Luther King, Jr..

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Brand Management

Why Do Your Customers Buy From You?

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Why Do Your Customers Buy From You?

More than fifty years ago, Theodore Levitt published his seminal piece on Marketing Myopia in the Harvard Business Review.

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