Brand Management Strategies of Amazon.com

Running head: BRAND MANAGEMENT
Brand Management
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BRAND MANAGEMENT
Executive summary
The report is about the brand management strategies of Aamzon.com. E-commerce retail
industry has been ruled by Amazon since past few years. The company has immensely grown
in its sales and reputation. This company started its journey by selling books online. Later it
introduced a wide range of products on their websites. Delivery speed and product
convenience are the major characteristics of the company that attracts the attention of the
consumers. There are a number of companies that have entered the market, but they are not
able to compete with the brand image of Amazon in any aspect. This study shows how the
company has used the brand management techniques to maintain its share in the market. The
evaluation of the marketing mix for this company is also included in this report.

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BRAND MANAGEMENT
Table of Contents
Introduction....................................................................................................................3
Company background....................................................................................................3
Justification of brand development decisions................................................................4
Brand Positioning.......................................................................................................4
Brand Equity..............................................................................................................5
Customer retention.....................................................................................................5
Product development..................................................................................................6
Brand extension..........................................................................................................6
Advertising and digital branding................................................................................6
Evaluation of the role of Marketing Mix.......................................................................7
Conclusions....................................................................................................................9
References....................................................................................................................10

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BRAND MANAGEMENT
Introduction
The perceived value of a brand is increased through the effective management of
brand name and equity. Using several marketing techniques to increase brand value is known
as brand management. Brand management is crucial in building a loyal customer base and
raising product price. The brand image and brand awareness related to a product line result in
consumer trust and loyalty. Present-day companies are aware of the importance of brand
management, and they invest their resources in developing strategic planning for their brand
name building. The impact of the brand is huge on the customer, market competition survival
and company management. Effective management of brand enhances brand awareness and
brand equity. The brands that have already established their power in the market manage their
place through brand management. This report analyses brand management aspects of the
reputed company Amazon.com. The prime discussion would be on how this company has
been able to establish itself strongly in a highly competitive market. The strategies that
Amamzon.com is using for brand awareness and launching new product lines would be
examined critically through this study.
Company background
An American multinational company, Amazon.com.Inc is a big name in e-commerce,
digital streaming, cloud computing and artificial intelligence industry. This company is one
of the Big Four of the technology business, the other three being Apple, Google and
Facebook. The headquarter of this company is based in Seattle, Washington. Amazon has the
title of the world' largest online company in terms of revenue. This company is the second
highest in terms of employment in the USA. The revenue of the company in the year 2018
was 23,288 crore USD. A total number of employee as in 2018 was 647,500 throughout the
world (amazon.com, 2019).