brand management



The process of maintaining, improving, and upholding a brand so that the name is associated with positive results. Brand management involves a number of important aspects such as cost, customer satisfaction, in-store presentation, and competition. Brand management is built on a marketing foundation, but focuses directly on the brand and how that brand can remain favorable to customers. Proper brand management can result in higher sales of not only one product, but on other products associated with that brand. For example, if a customer loves Pillsbury biscuits and trust the brand, he or she is more likely to try other products offered by the company such as chocolate chip cookies.

Use brand management in a sentence

  • The brand management experience of the marketing manager was demonstrated as she carefully presented the image we desired that our customers experience.

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  • Our new brand management strategy was working great and our brands remained very prestigious and a cut above the rest.

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  • You need to have good brand management so that you can always know people will respect your product and company.

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