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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
Related terms
Price fixing, DRIP Framework, Branding ladder, Trial stage, Substantiation, Shelf life, Grey marketing (also called parallel importing), Distribution, Me-too, Repositioning, Skimming, Frequency, Corporate identity, Boston matrix, Viral marketing,
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