Brand Management Fundamentals

What is the primary focus of brand management?

According to Hislop, how did he define branding in 2001?

In brand management, what do intangible elements refer to?

Brand management only focuses on tangible elements such as product, look, price, and packaging

What is the purpose of using an array of marketing tools and techniques in brand management?

What are the tangible elements of brand management mentioned in the text?

According to Hislop, branding is solely about generating segregation among competition

Brand management involves creating a relationship or connection between a company's product and emotional perception of the customer

Brand management does not include overseeing the consumer's brand association and supply chain relationships

Developing a good relationship with target markets is not essential for brand management

Brand management focuses only on tangible elements such as product, look, price, and packaging.

According to Kapferer and Keller, branding is about fulfilling customer expectations and consistent customer satisfaction.

Hislop defined branding as the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers.

Brand management involves overseeing all aspects of the consumer's brand association as well as relationships with members of the supply chain.

Developing a good relationship with target markets is essential for brand management.