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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

Building Brands For A Commitment-Free Economy

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Building Brands For A Commitment-Free Economy

Mercedes canceled its subscription service, Mercedes Collection. The two-year old pilot offering fee-based access to 30 different models, insurance, roadside assistance and maintenance had about 100 participants. Mercedes Collection gave people a car-driving option other than a purchase or a lease.

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Brand Management

Brand Revitalization And Changing Customer Needs

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Brand Revitalization And Changing Customer Needs

Brand revitalization requires finding and satisfying a new, important customer need. Brand success requires being the best at something relevant and differentiated. It means never taking your eye off of changing customer needs.

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Brand Management

How Purchase Decisions Are Made

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How Purchase Decisions Are Made

The chart shown above is an evolution of one that I helped create at Kantar. It is my attempt to summarize as clearly and simply as possible the process by which people choose between brands based on their intuitive and deliberative thinking. I would love to hear your thoughts about it, good, bad, or indifferent. But first, let me lay out my thinking behind the chart.

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Brand Management

How Brands Are Built With Cultural Credibility

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How Brands Are Built With Culture And Credentials

Sociologists refer to the set of individuals and organizations that create and market a cultural product such as a record album, a movie, a shoe style, or a football game as a culture production system (CPS).

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Brand Management

The Soft Power Of Brands

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The Soft Power Of Brands

“Soft power.” It is a weird combination of ideas, right? How can a power be soft? And yet, soft power can be credited with the demolition of the Berlin Wall, the Arab Spring, and the allure that the United States still holds for many people around the world. For a business, soft power rests in its brand. That illusive, intangible something that makes people want to buy a product or service more than the alternatives.

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