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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

How Packaging Shapes The Future Of Brands

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How Packaging Shapes The Future Of Brands

Online shopping offers convenience and safety. Meal kits allow us to cook elegantly without going out to eat. Restaurant delivery brings restaurant meals home without cooking. The problem is packaging. Within our boxes of deliveries are boxes and bottles of products. And, most of this packaging has limited sustainable benefits.

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Brand Management

How Successful Brands Win By Failing

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How Successful Brands Win By Failing

Disruption is often associated with innovation, risk-taking, speed, agility, and a willingness to challenge the norms and disrupt the business itself in order to enter new markets and categories. These are all traits of smaller, younger digital businesses, for sure, and can be the first type we think of when we consider disruptive organizations. Of course, some of those startups then scale up and become an Amazon, Apple, or Netflix: huge, successful companies that maintain a disruptive culture in everything they do.

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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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