Brand Management Case Study Example | Topics and Well Written Essays - 2000 words

Brand Management - Case Study Example The process of developing a brand is often lengthy and tedious. Besides being tedious and lengthy, a lot of care has to be taken throughout the process because it is a long-term venture in that once the brand is released to the public, it will remain there until maybe the owners of the brand decide to better it, withdraw or transfer it. The process ranges from getting the brand name also called the trademark (Belinda, 2000: p1), to the promotion and marketing of the brand before and after its release to the market.The brand itself is surrounded by a number of attributes whose absence means that there is no brand at all. Brand, therefore, may be said to be the sum total of all the intangible attributes of the product. These attributes include things like the name the presentation represented by the packaging, its history, its reputation, its pricing and even its advertisement approach. All these are necessary for the success of the brand in the marketplace but advertisement and market ing of the brand have greater stakes in the determination of the brand success. Marketing involves advertisement and it is synonymous to promotion. It is necessary that the public has to be aware of the product if at all they have to buy. As stated earlier, the brand can apply to both the product produced and the identity of the company itself. It is important that before the product is marketed, the company should be marketed first to prepare the public of what the company stands for, its values, commitments etc.... Besides being tedious and lengthy, a lot of care has to be taken through out the process because it is a long term venture in that once the brand is released to the public, it will remain there until maybe the owners of the brand decide to better it, withdraw or transfer it. The process ranges from getting the brand name also called the trademark (Belinda, 2000: p1), to the promotion and marketing of the brand before and after its release to the market. The brand itself is surrounded by a number of attributes whose absence means that there is no brand at all. Brand therefore may bee said to be the sum total of all the intangible attributes of the product. These attributes include things like the name the presentation represented by the packaging, its history, its reputation, its pricing and even its advertisement approach. All these are necessary for the success of the brand in the market place but advertisement and marketing of the brand have greater stakes in the determination of the brand success. Marketing involves advertisement and it is synonymous to promotion. It is necessary that the public has to be aware of the product if at all they have to buy. Therefore, marketing is very important as far as the marketplace success of the brand (Rik et al 2003). As stated earlier, brand can apply to both the product produced and the identity of the company itself. It is important that before the product is marketed, the company should be marketed first to prepare the public of what the company stands for, its values, commitments etc. This will help the public create associations when the product eventually hits the market. Brand marketing, in the sense of the corporate identity, is the management of the media and