Brand management مدیریت برند

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Brand management
مدیریت برند
تیم مشاوران مدیریت ایران
IranMCT
Http://www.IranMCT.com

Published in: Business, Health & Medicine
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Brand management مدیریت برند

  1. 1. BRAND MANAGEMENT Dr. Seyed Reza Hosseini Http://www.IranMCT.com
  2. 2. WHAT IS BRAND MANAGEMENT? • Brand management is a philosophy and a total approach to managing companies, and as such includes much about changing minds.
  3. 3. WHAT IS A BRAND? • Apple is the most valuable brand in the world, with the name alone worth billions of dollars. • But why? • What is a brand?
  4. 4. WHAT IS A BRAND? A brand is a promise • It says 'you know the name, you can trust the promise'.
  5. 5. WHAT IS A BRAND? A brand is an associated image • logo acts as a short-cut to remind us of the brand promise. • The logo uses color, shape, letters and images to create a distinctive image that is designed both to catch our eye and to guide our thoughts in the right direction. • he brand may also be associated with tunes, celebrities, catchphrases and so on.
  6. 6. WHAT IS A BRAND? Everything and everyone is a brand • everything is a brand, because we build our understanding of the world by creating associations about everything. • Even words are brands. When I say 'speed', you will conjure up images of fast cars, etc. • People are brands, too. When people hear your name, they will recall the image they have of you. • In a company where people are visible to customers, such as a service business, the people are very much a part the brand.
  7. 7. WHERE DOES IT START? • Brand management starts with understanding what the ‘brand' really means. This starts with the leaders of the company who define the brand and control its management. • It also reaches all the way down the company and especially to the people who come in contact with customers or who create the products which customers use.
  8. 8. WHERE DOES IT START? • It is simply far too important to leave to the marketing department. • The CEO should be (and, in fact, always is) the brand leader of the company.
  9. 9. BRAND MANAGEMENT Http://www.IranMCT.com

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