PBL session 1
How to understand brand management and the roles of the brand manager, the employees and external consultants? 1) What is brand management? Of course it isn't the best source in the world, but for general definitions I always turn to Wikipedia. According to Wikipedia , brand management is: " Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself (look, price, packaging...). The intangible elements are the experience that the customer has had with the brand and also the relationship that they have with that brand. A brand manager should oversee all of these things." When scrolling through different websites, I've found similar definitions: Businessdictionary : the process of maintaining, improving and upholding a brand so that the name is associated with positive r...