Brand management is the process of creating, maintaining, and evolving a brand over time to meet the changing needs and preferences of customers. It involves a wide range of activities, from market research and product development to advertising and customer engagement, to ensure that the brand remains relevant and competitive in the market.
Keywords: brand management, market research, product development, advertising, customer engagement, brand relevance, brand competitiveness
Latest Research Areas:
- Brand Equity: This research area focuses on understanding how a brand’s value and reputation is created and maintained over time, and how to measure and enhance brand equity.
- Brand Identity: This area of research examines how a brand’s image and personality is developed and communicated to customers, and how to align the brand identity with customer preferences and expectations.
- Customer-Centric Brand Management: This research area focuses on understanding customer needs and preferences, and developing brand strategies and tactics that are tailored to meet these needs.
- Digital Brand Management: This area of research explores the impact of digital technologies on brand management, including the use of social media, mobile devices, and other digital platforms to reach and engage customers.
- Brand Authenticity: This research area examines the role of authenticity in building and maintaining a brand’s reputation and customer loyalty, and how to create and communicate a sense of authenticity to customers.
Overall, brand management is a critical component of successful marketing and business strategy, and ongoing research is essential to ensure that brands remain relevant and competitive in a rapidly changing market.
References:
- Keller, K. L. (1998). Strategic brand management: Building, measuring, and managing brand equity. Prentice Hall.
- Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.
- Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
- Han, J.-C., Kim, N., & Lee, J. (2014). The impact of brand image and customer perceived value on customer behavioral intentions in the fast food industry. International Journal of Hospitality Management, 41, 53-62.
- Kilduff, M., & Jaaniste, T. (2017). What is brand authenticity and why is it important? Business Horizons, 60(3), 317-326.