Brand Management: Definition, Evaluation, and Techniques

ORGANISATIONAL
BEHAVIOUR

TABLE OF CONTENTS
 INTRODUCTION
 MAIN BODY
 Definition and explanation of Brand Management
 Ways in which brands are managed collaboratively and in partnership at the domestic and international
level.
 Ways in which brand’s performance can be evaluated
 Techniques for measuring and managing brand value
 CONCLUSION
 REFERENCES

INTRODUCTION
 Brands have strong influence on the engagement of the customer, market competition and the
management of an organisation. A particular strong brand presence in the market helps to
differentiate the products of the company from its competitors and develops the brand affinity for
the services and products of a company. This presentation will discuss about the brand
management, it definition and explanation, the ways in which the brands are being managed in
partnership and collaboratively at the domestic as well as the international level, the measurement
of the performance of the brand and the multiple techniques and methods for the measurement and
management of the brand value along with the advantages and the disadvantages of the brand
management of the Unilever company (Baumgarth,2018).

Definition and explanation of Brand
Management
 Brand management is a term which is used to explain the marketing strategies for
improving, maintaining and creating the awareness to the widespread value along
with the reputation of a brand including its products over a particular period of time.
 The most popular and the identified brands are the experts in the strategy of brand
management, that determines the marketing tactics which are required to be used so
as to enhance the value of the brand along with maintaining a better relationship with
its audience.
 Brand management is a kind of a function which uses multiple techniques for the
growth of expected value of a particular brand over a period of time. It also assists
the prices of the products to increase and develops strong customer base with the
help of positive brand images and associations or by spreading awareness about the
brand (Greco and Polli, 2020).
 For a particular consumer, the meaning of the brand means and its importance
means that it is the source of the product, dividing the responsibility of a product to
the manufacturer, lesser risk, low cost of the search, quality symbol, seal with the
product manufacturer and the symbolic device