BRAND MANAGEMENT

Brand Management And Its Impact On Product Management

Table of Contents

Introduction3

Background Information4

Problem Statement5

Literature Review5

Evaluation5

Brand Equity and Branding6

Large Investments Brand8

Research Questions and Objectives9

Aims9

Objectives10

Significance10

Hypothesis10

Theoretical Frame work11

Research Design and Methodology15

Research Design15

Sample15

Instrument (interview/ Questionnaire)16

Variable16

Questionnaire17

Research Timetable19

Resources20

Data Access Resource Implications20

Access to study population21

Assumptions & Limitation21

Ethical Concern21

Reliability22

Validity24

Brand Management And Its Impact On Product Management

Introduction

Under brand management or brand management refers to the structure and evolution of a brand over time. The main objective of branding is to distinguish one's own performance of the competitors and offer noticeably differentiates their own products and / or services from competitors. Behind it is the realization that a brand has a high recognition value and connects the consumer with a distinctive brand features, attributes or services (Aaker, 2006). This should help the brand to the consumer orientation of the offers and more confident. By developing and implementing a brand itself promises to be a company a competitive advantage through a higher market share and higher profits to pay off. A brand is today often presented in the form of a monetary brand value that is allocated to the assets of the company. Goal of brand management is then to achieve this by taking appropriate measures to increase brand value and thus shareholder value (Aaker, 2006).

A brand offers the possibility of brand extensions and the possibility of other manufacturers' products under its own brand to sell. It is also called a "brand extension" or "brand extension". If a trademark line is extended, it is called a "line extension" or "line extension". The branding is increasingly the subject of scientific observations that want to be able to recognize the functions and processes of economic communication activities, on the other hand, have their optimization goal. Such studies are primarily in the field of economics and the communication of science instead of, as well as cultural studies and linguistic approaches to address this issue (Aaker, 2001).

Background Information

Brands are as old as the cross-regional trade in antiquity. Already in the Egyptian, Greek and Roman Empire were the first labels to trading activity. Artists signed their works and products, shop signs were an expression of special quality (Aaker, 2006). In the middle Ages origin, property, and guild mark have been used in order to identify the manufacturer to provide a commodity. Distinct quality mark developed the first change to the Indorse of special merchants or homes. In modern times, the commercial importance of strategic branding early example of Josiah Wedgwood (porcelain manufactory in England) in 18th Century recognized. These were only sporadic appearances at the time (Aaker, 2006). From the mid- 19th Century developed the concept of brand as a widespread phenomenon.

As a result of industrialization and the resulting mass production of standardized products as well as due to the increasing distance between producers and consumers today originated many famous brands such as Maggi and Persil. Among them was that of John Pemberton invented Coca Cola, as stimulating the headache - and nerve agents. Later the brand concept jumped to all sorts of household products: tea, coffee, soaps, ...