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Managing Brands Overtime

Managing Brands Overtime

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Published by ishan_k87

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Published by: ishan_k87 on Nov 11, 2009
Copyright:Attribution Non-commercial


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Managing Brands Over Time
Reinforcing Brands
Use marketing actions that consistentlyconvey the meaning of the brand toconsumers in terms of awareness andimageFortify the brand by raising awarenessand building favorable associations -sponsorships, product placements
Brand Concept Management
Functional benefits
- solve consumer related problems
Symbolic benefits
- needs for socialapproval or personal expression;“badge brands”
Experiential benefits
- sensorypleasure, variety

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