Brand Management - Page 2 of 138 - Branding Strategy Insider

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.
5 Requirements For Business Relevance

The ability to see and seize, to shift and focus, is not the norm for most organizations, wherein these skills must be learned. As in so many initiatives in business and in life, the theory is simple to grasp. The implementation is a far more difficult task, as press coverage of failing and failed businesses demonstrate. The challenge of seeing what’s ahead is hard enough, let alone having the peripheral vision required to see what...

Reversing The Growth Trajectory Of A Declining Brand

As human beings, it’s just natural to want to hang onto things in our comfort zone. Things and ways of doing things that are familiar make us feel safe, especially in a world that is spinning too fast. The faster it spins, the more we want to cling onto something recognizable. Old habits die hard. You know where we’re going with this. If your organization’s culture is stuck, if you find it hard to let...

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