Brand Management - Branding Strategy Insider

While “brand management” and “marketing” are often treated as synonyms, there is an important distinction between the two terms. Brand management has, for many, been historically focused on identity management but is now much more concerned with the active management of the market value and competitive strength of a brand as an (intangible) company asset. Marketing focuses on the activities associated with the promotion and distribution of products and services.
Lessons From Bud Light’s Brand Management Mistakes

Much has been written about the recent Bud Light influencer campaign, and more will be written over time. My colleagues at MASB make a compelling argument that the “boycott” in response to the campaign is unlike other boycotts and is likely to persist well into the future. They argue that brand preferences have changed in response to the campaign. Regardless of the specific product and advertising messages involved, there are several general lessons about the...

Brand Building Is Not A B2C Or B2B Activity

When asked about the business they are in marketers will frequently reply in terms of the immediate customer that the serve. Thus, marketers will identify their business as business-to-business (B2B) or business to consumer (B2C). Recruiters also often differentiate positions in terms of the need for a B2B or B2C focus. While such differentiation is a useful shorthand, it fails to capture a larger truth about marketing and markets, a truth that has implications for...

When The General Manager Is The Brand Manager

Darden Restaurants Inc. owns some favorite dining brands including Olive Garden, Capital Grille, LongHorn Steak House and others. Restaurants, in particular, rely on their people to deliver a brand’s experience in a quality manner, time and time again.  Especially important are General Managers. When it comes to the service business, the General Manager is the Brand Manager. Hiring, investing in, developing and inspiring the best managers is one of the most critical factors in generating...

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