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Healthcare Glossary

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Brand management

The process by which marketers attempt to optimise the marketing mix for a specific brand.

Brand management is the complete management of all that is involved with a brand, from ideals to manufacturing to marketing, from customer recall to brand development.

In brief, brand management is conceptualising the brand, positioning the brand and delivering the brand.

See also:
Brand
Brand extension
Brand image
Brand mapping
Brand reinforcement
Brand revitalisation
Brand strategy
Brand value
Branding ladder
Brand personality
Attitude Awareness Usage Study (AAU)
Category management
Differentiation
Merchandising
Proprietary name

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