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Brand Management - Page 3 of 163 - Branding Strategy Insider

While “brand management” and “marketing” are often treated as synonyms, there is an important distinction between the two terms. Brand management has, for many, been historically focused on identity management but is now much more concerned with the active management of the market value and competitive strength of a brand as an (intangible) company asset. Marketing focuses on the activities associated with the promotion and distribution of products and services.
by Joan Kiddon
Why Your Brand May Suffer Commodity Status
Brand Management

Why Your Brand May Suffer Commodity Status

November 18, 20246 min

In 2018, Harvard Business Review included an article on its website titled, “ When It’s Smart to Copy Your Competitor’s Brand Promise”.  The authors were assistant professors of marketing at prestigious business schools. The thesis of the study was that it is just fine to copy your competitor’s brand. The authors did not seem to know the basics of brand building. They applauded the copying of features and benefits to build successful brands. What they...

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by Derrick Daye
Start Your Marketing Job Search Here
Brand Management

Start Your Marketing Job Search Here

November 13, 20244 min

Navigating the competitive job market can be challenging, especially in the fast-evolving world of branding and marketing. For those seeking an edge, Branding Strategy Insider + Jennie Johnson provides AI-powered career coaching that supports you through every phase of your job search—from discovering the perfect roles to nailing the interview. With insights tailored specifically for today’s marketing industry job market, our advanced search tools help you make a mark in the four ways it matters...

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