avatar_48x48
Contact BSI
Derrick Daye
888.706.5489 Email us

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

Keys To Building Admired Brands

By

Keys To Building Admired Brands

The more your brand enables, entices, and enriches customers, evoking their positive emotions and building their trust, love, and respect, the more highly admired it will be.

Read More
Brand Management

4 Ways Brands Can Reduce Customer Outrage

By

4 Ways Brands Can Reduce Customer Outrage

It seems that on a weekly basis, some major brand takes an action that sparks great outrage, especially on social networks.

Read More
Brand Management

Why Strong Brands Are Emotional Not Transactional

By

Why Strong Brands Are Emotional Not Transactional

Transactional brands offer the right product at the right price at the right time. They launch ad campaigns that capture the audience’s attention. People pay a fair price, they are not particularly loyal, and the relationship is completely rational.

Read More
Brand Management

4 Ways To Remove Friction From Your Brand

By

4 Ways To Remove Friction From Your Brand

Several weeks ago on Branding Strategy Insider, we discussed an emerging trend called frictionless retail.

Read More
Brand Management

The Art Of Branding Generously

By

The Art Of Branding Generously

At a time when consumers continue to assume that brands will simply provide more, it may seem strange to suggest that brands should be more generous. And yet the case for brands delivering greater profits by bringing greater joy makes complete sense.

Read More