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

How Brands Can Seize Cultural Moments

By

How Brands Can Seize Cultural Moments

As is typical of our times, Peloton’s recent holiday ad has stirred up a bit of controversy. The negative buzz has impacted the brand’s stock price at least in the short-term, but as we have seen with many episodes featuring the “outrage orchestra”, once the orchestra plays its tune, the stock seems to come back to normal.

Read More
Brand Management

The State Of Brand Management

By

The State Of Brand Management

Branding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Linda, a VP of Marketing in Vancouver, British Columbia, Canada who has this question about the evolving state of brand management.

Read More
Brand Management

Imitation: The Weakest Brand Strategy

By

Imitation: The Weakest Brand Strategy

For some organizations the temptation to copy the value created by others is too hard to resist.

Read More
Brand Management

Accounting For Risk In Brand Management

By

Accounting For Risk In Brand Management

Accounting for risk is an important part of informed and responsible marketing budgeting and planning. Simple net present value (NPV) analysis uses the expected values of sales and costs and ignores any variations in these numbers.

Read More
Brand Management

IP Guide To Developing Promotional Campaigns

By

IP Guide To Developing Promotional Campaigns

As a brand licensing strategist I spent five years at the NBA, which in addition to basketball was known as ‘Nothing But Attorneys’. Fortunately those attorneys were fantastic in-house counsel to whom we had access, and they were happy to pass on their knowledge – especially to those who were prepared, eager to learn and understood the importance of protecting the collective intangible assets of the NBA.

Read More