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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

Questioning Counterfeit Brand Strategy

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Questioning Counterfeit Brand Strategy

The monarch and the pipevine swallowtail are the Hermès and Louis Vuitton of the butterfly world – other butterflies imitate them.

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Brand Management

30 Must Read Articles On Brand Management

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30 Must Read Articles On Brand Management

A stronger brand – 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 on the most important concepts in brand management. This year was no exception.

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Brand Management

5 Brand Management Mandates For 2019

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5 Brand Management Mandates For 2019

2018 saw just as many brand victories as brand fails. As we move into 2019, brands will continue to have ample opportunity to inspire and activate customers in ways that improve the discipline of marketing and drive revenue impact.

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Brand Management

How Brands Compete And Win

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How Brands Compete And Win

Competitive brand battles can be drawn out affairs, outlasting the tenures of several management teams.

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Brand Management

How Brands Can Confront The AI Platform Challenge

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How Brands Can Confront The AI Platform Challenge 

Pity the brand marketer. Over the past couple of decades she has had to contend with disintegrating mass media, concentrating retail distribution channels, the rise of advertising platforms such as Google and Facebook, and a tide of data and analytic tools.

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