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Brand Management

Posted by ebsco on January 5, 2010

Brand management is the practice of managing all aspects of a brand, from tangibles such as logo and package design to the intangible tenor of the emotions a consumer experiences when purchasing a brand product or service. First used in its modern form by Procter & Gamble in 1931, brand management has become a standard method used by virtually all organizations marketing any type of product or service. This article begins by reviewing the history of brands and the origins of brand management. It then turns to the two main types of brand management, exploring the philosophies and organizational strategies associated with each. Next, it examines how the rise of internet commerce and advertising has affected brand management. Finally, it turns to the future of brand management, anticipating what changes the field will likely undergo in the 21st Century.

Tags: Business, Business Basics, EBSCO Publishing, Professional, Reference Material

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