Brand Management

Brand Management



Brand Management

Introduction

Brand management is a marketing tool which is applied for a specific brand. Brand differentiation is gradually viewed as an important issues and sustainable development models for the comparative effectiveness of business to business marketing personnel (Beverland, 2005 pp.12-30) and (Low and Blois, 2002 pp.25-30). However, the buyer and the industrial brand management of some differences are obvious. In a buyer's market, the brand manager position more than others one by one, directly to their brand and brand portfolio to minimize the size of the direction, while maximizing focus (Mudambi, 2002 pp.23-40). In comparison, industrial marketers tilt, aimed at the enterprise-class brand building, brand quality in some experiments, and step by step in expanding the portfolio through the acquisition of the direction of the size. In addition, although the focus of a buyer's market brand marketing purposes, emotional and symbolic advantages, industrial marketers focus only on the main purpose of the payment (Mudambi, 2002 pp.12-30). However, to establish a points difference for the industry should consider not only the brand such as value, reliability and performance (Bendixen and so on., 2004) and (Michel and so on. 2001 pp.23-35), financial offerings and targeted features , but also significantly invisible groups, such as know-how and trustworthy (Mudambi, 2002 pp.23-65) and (Webster and Keller, 2004 pp.56-70). It is recommended that as a corporate brand can provide the performance of industrial offerings, the advantages of capital flows, expanding electricity networks (Hague & Jackson, 1994 pp.25-89), the company is essential, while enhancing the status of the enterprise and the lifting of barriers to the application (Mitchell, etc. ., 2001 pp.12-30).

Further develop the production method of the brand enterprise customers the important functions of the decision (Bendixen and so on., 2004 pp.36-70) and (Michel and so on. 2001 pp.45-52), as a number of organizations for the realization of the purchase agreement in the device described in the method (Webster and Keller, 2004 pp.23-35). Often, it is the status of a manufacturer's own views and buyers and commitment to the construction phase shown in (Mudambi, 2002 pp.10-15) of a major purchase decision level fusion attention. When brand value, customers are often arranged for the brand cost premium yields, and are more likely to strive for a favorable word of mouth, contemplating a communication and its brands (Bendixen and so on., 2004 pp.12-25).

Although the brand equity of the advantages of sufficient evidence, the topic of branding in industrial marketing research has made only limited awareness (Low and Blois, 2002 pp.15-30) and (Mudambi and so on., 1997 pp.21-44).

The selected brand for this study is Sony Ericson and the selected brand is Sony Ericson Walk man.

Brand is an important role in the performance of any organization, brand management or brand extension is a key that should be considered while lunching a new brand in the market. The selected brand for this study is Sony Ericson and the selected brand is Walkman.

Brand Management System (BMS) and leverage its brand performance

While the previous survey ...