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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

Aligning Brands With Shifting Demographics

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Aligning Brands With Shifting Demographics

These are challenging times for brand. One challenge is that of demography. A challenge that requires brands to leverage strategic dexterity and insightful planning.

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Brand Management

Building The Infinite Brand

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Building The Infinite Brand

A great brand does not need to be a big brand in terms of size. But, it does need to be a big brand in terms of its power to engage people’s imagination. For example, Nike, Coca Cola, McDonald’s, Apple, Beetle are great brands.

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Brand Management

35 Must Read Articles On Brand Management

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35 Must Read Articles On Brand Management

Stronger businesses and brands – that’s our hope for every marketing oriented leader and professional that reads our insights on Branding Strategy Insider. Since 2006 we’ve shared thousands of thought pieces focused on the most important concepts in brand management. This year was no exception.

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Brand Management

Building The Customer First Mindset

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Building The Customer First Mindset 

Agile is often thought of as a process when it’s really a mind-set (supported by processes, of course). Yes, it’s about testing and learning, and new ways of working, but at the heart of agile is the determination to provide the customer with something she or he wants or needs.

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Brand Management

From CFO To Brand Champion

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From CFO To Brand Champion

In the early 1990’s, Ford Motor Company initiated a sweeping internal branding project. The project entailed articulating the brand promises for the corporate brand, the automotive brands and each brand’s car models. There was a huge 3-day employee event staged in Cobo Hall. As part of the event, each employee received a newly written marketing handbook. The leader of the brand project was the CFO.

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