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Introduction

Branding is what your company is combined with, its who you are. In todays presentation, we will be talking about building, maintaining and defending your brand. The art of creating and maintaining a brand is called brand management. Brand management is the application of marketing techniques to a specific product, product line, or brand. This is a vital component of marketing that is applied to a product. Practically this involves managing the perceptible and intangible aspects of the brand. For product brands the tangibles are the product itself, the packaging, the price, etc. For service brands the tangibles are to do with the customer experience - the retail environment, interface with salespeople, overall satisfaction, etc. this is a challenge field. Those who have good communications and ready to take responsibilities can prefer for this field. Brand management is difficult to determine because the actual job description varies widely across the vast universe of consumer products companies. Different types of brands are recognized. Premium brand: A premium brand typically costs more than other products in the same category. These are sometimes referred to as top-shelf products. Economy brand: Economy brand is a brand targeted to a high price elasticity market segment. They generally position themselves as offering all the same benefits as a premium product, for an economic price. Fighting brand: Fighting brand is a brand created specifically to counter a competitive threat.

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