Brand Management :
Branding is the process by which a product or service can be uniquely identified, not only by the specific thing it provides, its logo and packaging, but by a set of attributes which the customer (either consumer or business) can rely upon to be present on every usage occasion.
ADM assists in the branding process, which conveys to consumers and customers:
- Brand promise (quality, psychic and physical benefits)
- Reason to purchase (utility, effectiveness, special features)
- Value proposition (cost effectiveness, value-added benefits)
ADM provides brand research from development to evaluation:
- Identifying optimal target audiences
- Testing brand positioning, tag lines and logos
- Determining brand image for client's brand and competitors
- Brand tracking to see how marketing activities influence image, awareness, and behavior
Case Studies in Brand Management > >
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