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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

Creating Brand Value Through Anticipation

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Creating Brand Value Through Anticipation

We all know the feeling of waiting for something exciting to happen. It’s a feeling that can consume your thoughts and fill your mind.

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Brand Management

The 6 Core Values Driving Alibaba’s Success

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The 6 Core Values Driving Alibaba's Success

“Money and wealth are two different concepts. If you have money, but have not turned this money into an experience to elevate your own or other people’s level of happiness, then you may very well only possess a lot of symbols and a mountain of very colourful pieces of paper.” ~ Jack Ma, Founder and Chief Executive of Alibaba

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Brand Management

Innovating With The Jobs To Be Done Concept

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Innovating With The Jobs To Be Done Concept

Many companies try to innovate by looking backward. They focus on what they are already selling or doing and on how their customers currently behave. By focusing on jobs, you look deeper—at what really drives behavior.

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Brand Management

Experience And Influence: The New Status Symbols

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Experience And Influence: The New Status Symbols

How we earn status has evolved from owning things to living unique experiences. In 1988, Professor Belk argued that our self was “extended” by our possessions.

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Brand Management

3 Ways Cooperative Competition Helps Brands

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Like many large brands, McDonald’s has a charitable foundation that supports causes around the world. A few years ago in Argentina during their annual day of giving, called McHappy Day, they got an unexpected boost from their biggest competitor, Burger King.

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