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Question by avidar: Looking for a good definition of Branding and Brand Management?
Am Running a Seminar for Small Business Owners/Managers on Marketing and Branding and just look to add some additional thoughts
Answer by sandy
Guess am the right guy to answer the question as i have done extensive research in the area of Brand Management.
First you got to define brand:
The legal definition is (adopeted ny American Marketing Association), a name,symbol, sign or anything that distinguishes your product from competitors products or services.
This def is almost good but not complete. It has differentiation, competition and identity (physical aspect). It left out the most important thing "associations" and your "customers". So i define a barnd as a set of associations in the minds of the consumer. So guess now u can define easily Brand Management.
One thing that you really can highlight is the importance of Brand Identity and Brand equity and relation between them. Tell them how they can customize the measurement techniques of Brand equity to their business. If you havent alreday read, read kevin lane kellers paper on Brand Equity that was published a decade ago in "Marketing Journal". However David A. Aakers is much simple.
Most authors speak of logo, color, etc...in brand identity. But tell them this is just one aspect of Brand identity. Better go through Jean Noel Kapferers Brand identity prism. It explains the six facets of Brand Prism. You can explain its relevance and show them how they can profit out using such tools.
And finally one word to Say: All the best dude
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