Nancy Durrant

Brand Management: A Strategic Approach Nancy Durrant

Brand management techniques are used to boost the perceived value of a product line or a brand over time. Effective brand management enables the price of products to rise and builds a loyal customer base. It creates positive brand associations and strong brand awareness. Brand management strategies may vary according to the availability of resources, but all of them share the common goal of creating a unique and profitable brand. It is also concerned with the management of tangible and intangible characteristics of a brand. In case of product brands, the tangibles characteristics consist of the product itself, price, packaging, etc. For service brands, the important tangibles characteristic is the customers' experience. The intangibles include emotional connection of the customer with the product or service offered. This book attempts to understand the multiple branches that fall under the discipline of brand management and how such concepts have practical applications. While understanding the long-term perspectives of the topics, it makes an effort in highlighting their impact as a modern tool for the growth of the discipline. For someone with an interest and eye for detail, this book covers the most significant topics in the field of brand management.