Brand Management Online Brand

Course details

Why Branding? When a product is introduced in the market, it seems similar to other products in its category. It may have certain distinguishing features like better quality or price or packaging, but what ultimately influences the consumer to buy the product is the viability and dependability of the brand. The brand is the distinguishing factor that can make or break a deal. Sales depend on brand awareness and brand image. Positive associations with the brand affect customer loyalty and preference. Since brands are so significant in the marketing of a product, the management of the brand also becomes equally significant. Kapferer and Keller defined branding as a fulfillment of customer expectations and consistent customer satisfaction. Brand management is, therefore, managing how a brand is perceived in the market. The creation of the brand, brand identity, and image, how a customer views the brand, the experience he/she has with the brand, brand value and equity, all these are a part of brand management courses. It involves tangible factors like the product itself, look pricing, packaging etc., as well as intangibles like the experience the customer has with the brand and the relationship the customer builds with the brand. Updated on 16 February, 2023