The document discusses key concepts in effective brand management including the 4 P's of marketing. It emphasizes the importance of understanding new perspectives in marketing driven by digitalization. Specifically, it highlights the need to personalize marketing using tools like one-to-one marketing, permission marketing and experiential marketing. It also stresses the importance of product strategy focusing on quality, value and building relationships to improve customer retention. Finally, it discusses the role of careful pricing and multi-channel distribution strategies in executing a brand's marketing process.

1. Brand Management Lecture - 5 PT MBA – Year 1 – Trimester III