brand management

English - Turkish

Definition of brand management in English Turkish dictionary

marka yönetimi

English - English

Definition of brand management in English English dictionary

Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price

(Reklam) Practically this involves managing the tangible and intangible aspects of the brand. For product brands the tangibles are the product itself, the packaging, the price, etc. For service brands (see Service Brands), the tangibles are to do with the customer experience - the retail environment, interface with salespeople, overall satisfaction, etc. For product, service and corporate brands, the intangibles are the same and refer to the emotional connections derived as a result of experience, identity, communication and people. Intangibles are therefore managed via the manipulation of identity, communication and people skills

Hyphenation

brand man·age·ment

Turkish pronunciation

bränd mänıcmınt

Pronunciation

/ˈbrand ˈmanəʤmənt/ /ˈbrænd ˈmænəʤmənt/

Etymology

[ 'brand ] (noun.) before 12th century. Middle English, torch, sword, from Old English; akin to Old English bærnan to burn.