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Brand Management - Page 3 of 179 - 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.
Why People Snack: The Human Needs Food Brands Forget
June 15, 20264 min
The president of Snacking Global at Mars, Andrew Clarke, recently spent some time chatting with The Wall Street Journal. Mr. Clarke articulated some important and exciting areas of innovation and interests that Mars continues to pursue for its snack brands.
Why Iconic Brands Need To Earn Permission To Change
June 10, 20265 min
Ferrari’s recent introduction of the Luce, its first fully electric four-door model, has sparked exactly the kind of controversy one might expect from an iconic brand. Just as the Jaguar rebrand did, and many others before it.
How Financial Engineering Destroys Brand Value
May 27, 20266 min
Claire’s, the tween accessory retailer, is in turnaround mode. Again. Claire’s is hoping to pierce the boredom barrier among its target audience of not-yet-teenage girls.
Why Checkout Abandonment Is A Brand Problem
May 14, 20264 min
The standard diagnosis of checkout abandonment treats it as an engineering challenge. Forms are too long. Payment methods are missing. The mobile experience is too slow. Fix the mechanics, recover the revenue.