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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

Brands And The Consumer Hourglass Theory

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Brands And The Consumer Hourglass Theory

Citigroup calls it the Hourglass Theory. As income inequality increases, consumers are polarizing into two groups – the few looking for high-end, highly differentiated and high value-added products, and the many looking for value, and sometimes extreme value.

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Brand Management

The Critical Role Of Context In Building Brands

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The Critical Role Of Context In Building Brands

In 2007 The Washington Post carried an astonishing article describing what is now a classic yet valuable social experiment the newspaper had conducted.

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Brand Management

10 CMO Insights From The Conference Circuit

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10 CMO Insights From The Conference Circuit

As many of the industries that marketers work in become disrupted, the need to break free from comfort zones to learn and grow is ever more critical to earning a place in the future.

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Brand Management

How Brands Benefit From Network Effects

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How Brands Benefit From Network Effects

You’re familiar with network effects. You know, the idea that if you had the only telephone on the planet it would be useless.

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Brand Management

New Realities Test How Brands Are Managed

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New Realities Test How Brands Are Managed

A Buddhist concept often called “The Law of Impermanence” states that all conditioned existence is transient, evanescent and inconsistent. When you consider that brands are never finished, a parallel is clear.

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