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Brand Management
What is Perceived Quality?
Perceived quality can be defined as the customer's perception of the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives. Perceived quality is, first, a perception by customers.

Brand Strategy of Harley Davidson
Harley Davidson the company, before I start to tell you about the brand management of Harley Davidson, I would like to tell you a little about Harley Davidson. Most of you might not be aware; the Milwaukee based company was established in 1901. Arthur Davidson and Bill Harley were the designers; they both started from the bottom, and took the company to the top.

Brand Management and Brand Strategy of BMW
Brand Management is a way of taking complete care of the product. It means a company uses marketing techniques in the best possible manner so the product as a whole is highlighted, taken care of and promoted. Brand Management also involves making a promise with the customers about making efforts to make the product survive for a long as possible in the market. It involves defining the brand in the best way so that people know the real essence of it.

Brand Personality
The brand personality is the chosen character that best communicates the brand proposition to the target audience. It is not the personality of the target audience, it is the personality that is most likely to draw their attention, interest them, and encourage them to take action and buy the brand.

Types of Brand Extension
Each extension affects the brand and its equity in one of four different ways. First, certain extensions exploit the brand capital. The product sells, thanks to the brand's contribution. This is the case when the product concerned scarcely differs from existing market competition: a typical case is Kodak batteries, or Rossignol's entry in the tennis market, adding rackets to its skis. The brand has not fully exercised its transforming role, but succors the product with its aura and its perceived risk-reducing consumer awareness.

Brand Loyalty
Brand loyalty, long a central construct in marketing, is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to another brand, especially when that brand makes a change, either in price or in product features.

Brand Positioning
A well-crafted brand positioning has three primary components: 1) A definition of the target market you wish to pursue; 2) A definition of the business your company is in or the industry or category it competes in; and 3) A statement of your point of difference and key benefits. The language of a well-crafted positioning usually takes this general form: To (target market), Brand X is the (definition of business) that provides you with (stated point of difference/key benefit).

Brand Asset Management
The purpose in this phase is to understand customer perceptions and perspectives about your brand relative to the competition and opportunities for growth. This phase asks the following questions: a) Among current and target customers, what does our brand really stand for today? What are its strengths and weaknesses? How does our brand compare to competitive brands?

Creating Brand Promise
A brand is a promise. It tells consumers what you promise to do for them. That's why every organization, whether online or off-line, should start its brand development process by answering the question "We promise to deliver what to you?" Victoria's Secret promises consumers that they will get quality fashions that make them (or recipients) feel and look good. It goes on to promise that they will receive what they order in a reasonable time, and if for some reason they are not satisfied, consumers can return items and receive refunds (both in stores and through catalog and online outlets).

Customer Loyalty and Brand Management
While admittedly observational in nature, it can be argued that marketing as a science has largely focused on brand-centric objectives. This preoccupation has only recently been challenged by the popularization of customer-centric agendas introduced by customer satisfaction audits and customer needs/requirements studies.

Strategic Brand Management
Many corporations have forgotten why they have brands. A great deal of attention is devoted to the branding process per se, bringing in the participation of designers, graphic artists, and advertising agencies. This activity becomes an end in itself, receiving most of the focus of attention.

Role of CEO in Brand Management
The CEO needs to ensure that the organization is armed with the appropriate foundation for effective brand building. Regardless of where your company is starting, the CEO's checklist can serve as a snapshot of where you are trying to head: brand-driven success. It itemizes the critical capabilities required to brand-enable your organization and leverage your brand to realize your corporate vision.

Key Principles of Brand Management
The marketing of a certain product or brand in order to increase the popularity among the consumers with an intention to increase the sales and market share is known as Brand Management. It is commonly used to increase the value of a certain product over a period by using different techniques of marketing. If you have done a great job in brand management then you would be able to let the price of your product or brand rise higher and build loyal customers by maintaining a positive image and brand associations and creating awareness among the people.

Strategic Brand Management
Brand or branding is considered as one important factor not only for companies but equally to the consumers as well. For customers, brand indicates the commitment to quality from its seller which helps in reducing the time spent when making a purchase decision.